How to deliver a wake-up call about Brits' internal health in January for preventative healthcare service, Thriva?
By creating a giant 'fatberg' installation made of real animal fat - a visual representation of Brits' fatty livers and clogged arteries - and plonking it in central London.
Gross? Yes - but it was clever. It represented the exact weight gain of Brits over the Christmas period from overindulgence.
•168 pieces of coverage including 5 nationals
•6-minute live Sky News Sunrise interview
•Awareness of Thriva increased by 87%
•30% revenue increase
•Spike in web traffic of 250%
•5,000 new customers