PG Tips asked our team to support its sponsorship of the first full-length Wallace & Gromit movie. The characters and the brand were a great fit, as British as you can get, they practically never stop drinking tea. We wanted to build some original content around this relationship that would help recruit some new PG Tips drinkers, and remind people that PG Tips is fun and different. It was squarely aimed at mums and kids, but had to be appealing to everyone. Oh - and we had to do it without actually using the characters themselves.