Some guys have had Chinese characters tattooed on their arms. They don't realise their arms read dishes from a Chinese takeaway menu. Only one guy has opted for a simple tattooed heart-he's the cool one drinking Sprite.

As the media solution is a direct product of the idea – in itself a direct product of a consumer insight – the advertising creatives were the actual media team. The media agency team enhanced the idea further, though, through the 'voyeuristic' placement on the Big Brother web site.