We embraced the irony that McVitie’s sponsorship of Team GB is a bit awkward as elite athletes don’t eat chocolatey, sugary biscuits.

But guess what? You can eat them on their behalf. You can take one for the team.

We kicked this off with simple ads explaining the cock up, and then social films featuring the athletes giving the biscuits up. Then came the TV, radio & posters. (The TV was shot by Ninian Doff at Pulse.

This is the 60, but there was a killer 90 that will forever remain in a Folder on our Mac, because of Covid).

And after the games we gave the athletes an extra special biscuit because it was their first one for months.