Numis Polar Challenge

“Mad dogs and Englishmen” was the phrase that came to mind when we first heard that a team of amateur explorers were planning a historic recreation of Scott’s South Pole trek.

We still think they were barking, but we created a programme of photocalls in giant walk-in freezers, simulated training for journalists in Regent’s Park and mini treks across London’s Millennium Bridge.

We also negotiated the sale of exclusive diary rights to The Mail on Sunday. This helped the team raise over £700,000 for the baby charity Tommy’s.