Hi—I'm Guillaume, an Executive Creative Director from Paris based in Amsterdam. Until astrotourism becomes a financially realizable endeavor, I’m busy realizing transformative ideas, back here on Earth.

Purpose
Museum of Wi-Fi

Structure
Side Hustle

Role
Creative Director, Curator

How to turn Wi-Fi into an art form?

Context While most of us keep the standard NETGEAR-1581, Linksys_8A or UPC27458, some have decided to shake things up and take their Wi-Fi names to the next level. Inappropriate punchlines proudly shouted out to entire neighborhoods. Wireless, intangible pieces of graffiti that pass through walls, seduce girls next door, and mess with people, passive-aggressive style.

Mission As Wi-Fi has became a true new form of poetry, how to preserve all these wireless masterpieces?

Idea The Museum of Wi-Fi, a museum where there is literally nothing to admire but wireless signals on your phone.

Website wifi.museum

Above The Museum of Wi-Fi was inaugurated in Amsterdam from the 10th to the 14th of January 2018 at Bradwolff Project.

Exhibition

When you arrive at the Museum of Wi-Fi your first impression may be to feel fooled as there appears to be absolutely nothing exhibited. No frames on the wall, no sculptures, just an empty space. Except for this odd installation right in the middle of the room: a Wi-Fi router. Stare at it for hours if you like to, but don’t get this wrong: this ain’t some contemporary art

Above Please turn your Wi-Fi on and get lost in this endless gallery of wireless masterpieces.

If you grab your phone out of your pocket and go to the the Wi-Fi menu, there they are: hundreds of wireless masterpieces. Poetic radio waves floating in the air of the room, waiting to be admired.

Wireless Masterpieces

The Museum of Wi-Fi exists to preserve these funny, silly and explicit Wi-Fi names found out there in our neighborhoods. Some are brilliantly badass, some are just purely gross. They all belong in the Museum of Wi-Fi.

Posters

Above Posters for the Museum of Wi-Fi's Opening Exhibition.

Opening Exhibition

Website

Hi—I'm Guillaume, an Executive Creative Director from Paris based in Amsterdam.

Current

2025 → Executive Creative Director
@ GUT Amsterdam

Past

2023 → Creative Director
@ GUT Amsterdam
2020 → Creative Director
@ 72andSunny Amsterdam
2018 → Associate Creative Director
@ 72andSunny Amsterdam
2017 → Associate Creative Director
@ Anomaly Amsterdam
2015 → Senior Creative
@ Anomaly Amsterdam
2013 → Senior Creative
@ Fred & Farid Paris
2012 → Art Director
@ Magic Garden
2010 → Art Director
@ TBWA Paris

Awards

Don't Drink Hertog Jan
→ Cannes Lions 2025
GOLD (Creative Effectiveness)
→ Cannes Lions 2024
SILVER (Direct)
→ Eurobest 2024
GOLD (Direct)
SILVER (Creative Business Transformation)

Hagelchup
→ Eurobest 2025
GOLD (Brand Experience & Activation)
→ Cannes Lions 2025
BRONZE (Brand Experience & Activation)
1X SHORTLIST (Creative Strategy)
1X SHORTLIST (Direct)

Torrents of Truth
→ Cannes Lions 2023
SHORTLIST (Sustainable Development Goals)
SHORTLIST (Creative Data)
SHORTLIST (Creative Strategy)
2x SHORTLISTS (Direct)
→ D&AD 2023
SHORTLIST (Impact / Local Solution)
→ CLIO Awards 2023
GOLD (PR / Real Time Response)
SILVER (PR / Cause Related)
SILVER (PR / Public Affairs)
→ Anthem Awards 2023
GOLD (Humanitarian Action & Services - Product or Service)
GOLD (Humanitarian Action & Services - National Awareness Campaign)
SILVER (Humanitarian Action & Services - News & Journalism)
SILVER (Humanitarian Action & Services - Awareness & Media)
→ Shorty Awards 2023
WINNER (Pro Bono, Emerging Platform)
AUDIENCE HONOR (Pro Bono, Emerging Platform)
GOLD (Local Campaign)

Behind the Source
→ Eurobest 2020
GOLD (Digital Craft)
→ ADCN 2021
GOLD (Diversity, Equity & Inclusion)
FINALIST (Digital Craft)
→ Clio Awards 2020
BRONZE (Cause Related)
→ Epica Awards 2020
BRONZE (Websites)
BRONZE (Public Interest - Social)
→ Lovie Awards 2020
GOLD (Best Cause Marketing Campaign)
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

United Earth Space Force
→ Awwwards 2020
SITE OF THE DAY (October 30, 2020)

S-Park
→ D&AD 2019
Future Impact Winner (Initiative / Environment and Sustainability)
→ Index Award 2019
Finalist (Community)

CAR-2-BIKE
→ Cannes Lions 2019
Bronze (Creative eCommerce)
2x Shortlists (Creative eCommerce)
Shortlist (Creative Data)
→ D&AD 2019
Shortlist (Campaign / Environment and Sustainability)
→ Epica Awards 2019
Silver (Promotions & Incentives)
Shortlist (Public Interest - Environment)

GIVE-A-SHEET
→ One Show 2021
Shortlist (User-Generated Content)
Shortlist (Innovation in Lockdown)

Search Sounds
→ FWA
FWA of the Day (September 6, 2019)

Make Love Not Walls
→ Cannes Lions 2017
5x Bronze (Outdoor)
→ D&AD 2017
Graphite Pencil (Outdoor Advertising)
→ Epica Awards 2017
Bronze (Fashion, Footwear & Personal Accessories)
→ Clios 2017
4x Shortlists (Fashion Photography)

Museum of Wi-Fi
→ AWWWARDS 2016
Honorable Mention (Site of the Day)

The Anti-Foot Can
→ Cristal Festival 2014
Gold (Marketing Innovation)
Bronze (Brand Entertainment & Content)
Bronze (Consumer Marketing)
Bronze (Outdoor)
4x Shortlists
→ New York Festivals Advertising Awards 2015
Gold (Branded Entertainment)
→ Webby Awards 2015
Nominee (Social)
→ Eurobest 2014
Finalist (Innovation)
→ Grand Prix Stratégies du Brand Content 2014
Gold (Event)
→ Grand Prix Stratégies du Sport 2014
Gold (Event)

En Mode Voiture
→ Grand Prix du Brand Content 2013
Gold (Charity / Social / Great Causes)
→ Grand Prix Stratégies du Marketing Digital 2013
Gold (Interactive Movie)

Gère ton Permis
→ Grand Prix du E-Marketing 2013
Bronze (Online Campaign)
→ Grand Prix du Brand Content 2012
Gold (Bank / Insurance)
→ Top Com Consulmer 2012
Bronze (Online Campaign)

The World's First Wireless Exhibition

Museum of Wi-Fi