This was the first time the British Heart Foundation decided to place their entire media budget into digital for their annual Food4Thought campaign, which was designed to encourage children to think more about the food they eat and take responsibility for their own health. The ‘Look at the Fat on That’ video was all about finding a funny and humorous way to make kids realise how much fat many of them actually consume each year. We chose to ‘externalise’ this fat, so that kids could be shocked by the actual quantity and entertained and engaged by the grossness.