For reasons that are too bewildering to explain, Fox's Biscuits and its ad agency bought a racehorse to launch the new Ambers biscuit.

And we were tasked with amplifying this purchase, combined twith the serious issue that the horse was too nervous to run with other horses. So we pivoted to what the target audience of mums really cares about - fashion!

That's where Britain's most iconic (a word I never use lightly) milliner Stephen Jones came in. Stephen has made hats for everyone from the Queen and Princess Diana to Madonna, Cate Blanchett and Grace Jones. Now he had a very different client... Ambers the horse.

Whilst other brands, notably Cadbury's Flake and The Sun, had hijacked Royal Ascot with guerrilla style branded hats for Ladies Day, we went for an absurd twist.

And that's how we got Fox's Biscuits (and its horse) into Vogue!