JOE MILLER

For years, fans have been creating their own mythical Secret Menu items. Weird and wonderful combinations of McDonald's products that have become the stuff of urban legend.

For the first time ever, we turned the myth of the Secret Menu into a reality, secretly fuelling hype around the launch, hiding secret messages in our ads, dropping secret codes, leaking secret footage, releasing secret documents, using secret media placements and even making a secret restaurant.

The rumours spread, the hype exploded until everyone was in on the secret.

Secret Menu products were being resold on Ebay, it was trending on Tik Tok with 18 Million organic UGC views and the best sales for a January promo ever, making it the worst kept secret in McDonald's.

Recognition & Results:

# 1 Trending on Tik Tok

Contagious Pioneers 2026

Cannes Lion ‘Shortlist’

Best McDonald’s January Promo Sales ever

The Drum ‘Campaign of the week’

Creative Salon ‘Work of the week’

Ad Age ‘Editors Pick’

Campaign ‘Ad Of The Day’

Famous Campaigns ‘Ad of the day’

The Drum ‘Ad of the day’

David Reviews ‘Pick of the day’

We spent a few glamorous days on a trawler in the North Sea and in a cabbage field to make these TV ads with director Nick Ball for Morrisons.

And some idents in partnership with Clarkson’s Farm.

Also some price led OOH.

And a cheeky social competition where the Great British public helped name our Great British potato, which we made into a real product.

British Arrows ‘Frank Budgen Award’

4x Shots Awards

British Arrows x1 ‘Silver’

British Arrows x3 ‘Bronze’

Campaign Big Awards ‘Winner Media Excellence’

D&AD ‘Shortlist’

Ciclope ‘Bronze’

The Drum ‘Campaign of the week’

Creative Salon ‘Work of the week’

Ad Age ‘Editors Pick’

Campaign ‘Ad Of The Day’

Famous Campaigns ‘Ad of the day’

The Drum ‘Ad of the day’

David Reviews ‘Pick of the day’

APG awards ‘Best ads of the year’

Kellogg’s market share was getting greedily gobbled up by own brand knock offs. We needed to reclaim our spot as the OG of breakfast cereal.

Recognition:

Creative Circle ‘Gold’

2x Clio Awards ‘Silver’

3x Creative Circle ‘Bronze’

Creative Review ‘Annual Awards Winner 2025’

D&AD ‘Shortlist’

AdAge ‘Cannes Contenders List’

Creative Salon ‘Work of the week’

Ad Age ‘Editors Pick’

Campaign ‘Ad Of The Day’

The Drum ‘Ad of the day’

David Reviews ‘Pick of the day’

Posters for McDonald’s Milkshakes (turned around in 24hrs during the mini heatwave).

OOH for McDelivery and McMuffin.

Recognition:

x6 Creative Circle ‘Gold’

D&AD ‘Wood Pencil’

x3 creative Circle ‘Silver’

x3 Cannes Lions ‘Shortlist’

x2 One Show - ‘Merit’,

Creative Salon ‘Work of the week’

Ad Age ‘Editors Pick’

Campaign ‘Ad Of The Day’

The Drum ‘Ad Of The Day’

Since the 90’s McDonald’s have made lots of little changes to the way they source their food, so in this campaign we took people back to where the like totally rad improvements began.

Recognition:

Campaign Media ‘Gold’

D&AD ‘Shortlist’

Campaign ‘Best TV ads of year’

2x One Show ‘Merit’

British Arrows ‘Bronze’

3x British Arrows ‘Shortlist’

2x Creative Circle ‘Silver’

Campaign ‘Pick Of The Week’

Creative Salon ‘Work of the week’

Ad Age ‘Editors Pick’

Campaign ‘Ad Of The Day’

The Drum ‘Ad of the day’

David Reviews ‘Pick of the day’

We designed the some of the least tasteful kits in the history of football for Beadle FC and Heck Sausages.

Recognition:

National news coverage.

Featured on QI.

The internet went sausage mad for it.

Vincent Company was not a fan.

An ad for Bupa Cancer Care.

Director: Martin De Thurah

Recognition:

Creative Circle ‘Gold’

Cannes Lions ‘Silver’

Health Lions ‘Bronze’

D&AD ‘Wood Pencil’

x4 Creative Circle ‘Sliver’

British Arrows ‘Gold’

British Arrows ‘Silver’

British Arrows ‘Bronze’

Campaign ‘Pick of the Week’

An interactive music video for Bupa starring iconic indie band The Futureheads, to help make millennials think more about their health. Each band member represented a different part of your body: the drummer the heart, the vocalist the lungs, the bass the bones and the guitarist the liver. We then asked four simple questions about your lifestyle. And depending on your answers, the band would play better or much, much worse.

Recognition:

Cannes Lion ‘Bronze’

Clio Awards ‘Silver’

Clio Awards ‘Silver’

Creative Circle ‘Silver’

Creative Circle ‘Bronze’

Campaign Big ‘Shortlist’

Campaign Annual ‘Top 10 Digital Innovations’

The Drum's ‘Creative Work of the Month’

These ads for Candy Crush ran in the USA. Hopefully they will make you smile. Slightly. Inside.

Directors: The Perlorian Brothers

The client wanted us to make an ad that cut through the clutter gambling advertising. We came up with an octopus playing table tennis. Obviously.

Director: Walter Stern

We shot this ad to announce Chris Moyles’ return to Radio X. It got lots of complaints, which he was exceedingly happy about.

Directors: The Bobsey Twins From Homicide

This campaign for Teen Road Safety was shot with Alistair Thain.

45 fewer teenagers were killed or seriously injured during the year the campaign ran.

Creative Circle ‘Gold’

Creative Circle ‘Silver’

D&AD ‘Wood Pencil’

Campaign Big ‘Silver’

Creative Review ‘Pick of the Week’.

We came up with the first The House of Peroni, a month long residency featuring the best of Italian art and design, food and culture. Still going strong today it consistently features in Time Out ‘Things to do in London’.

The house had all sorts of immersive experiences. A menu was created for the film “The Great Beauty” with each course being served during a specific scene during the performance. There were musical light installations, fashion shows, virtual reality sculptures and people in black polo-necks everywhere. Magazines were created with photographers like Miles Alridge. A menu was designed by Michelin Star chefs the Costardi Brothers, using Peroni as the key ingredient and beer cocktails were served by mixologist Gerry Calabrese.

In a year when hatred seemed to be on the rise we wanted to show the world what a brilliant, accepting place London is. We wanted to show that “Love Happens Here” not hate. This campaign was so massive we struggled to fit it all in a case study video.

Awards:

Creative Circle – Best integrated campaign (Silver)

Creative Circle – Best PR led idea (Silver)

British Arrows – Best integrated campaign (Bronze)

British Arrows – Best charity & public service campaign (Finalist)

British Arrows – Best UK campaign/The John Webster Award (Finalist)

Kinsale Sharks– Best integrated campaign (Bronze)

The Drum Marketing Can Change The World Awards– Best campaign (Winner)

Campaign Pick of the Week 

Here is a selection of my design and art direction. I’ve done work for various bands, brands, books and charities. Including this campaign at the top for teenage mental health charity Mindfull.

Here’s a small selection of my photographs. Check out more of my work at joemillerphotography.org