We followed all the conventional steps of the pitch process – first there was an official announcement, then a shortlist was given out of the agencies taking part. And then, naturally, came announcements as each agency (naturally) pulled out of the pitch.

It was an extremely low budget exercise. No expensive photo shoot, printing or elaborate internet game. Just some press releases and a hand written note. Proof that sometimes a strong idea alone is enough to make an impact. Job done. Till next year.