The brief from Egg was two-fold; launch Egg Money – an innovative type of credit card that rewards you when you spend and rewards you when you don’t – and demonstrate that the brand has ‘new news’ and is generating noise.Because of the card’s characteristics we realised we had to educate consumers on it's attributes. We decided to create a vehicle flexible enough to hold different messages and different enough to cut through the clutter (especially before Christmas). With regard to the creative idea, the inspiration came straight from the product;we would test it on guinea pigs.