This was a fun job.

Iveco Ford wanted to create a unique customer experience for their motor show at Donington race track.

So, we came up with a fictitious heavy rock band, Evolution, and their Iveco-obsessed roadie, played by Geordie comedian, Brendan Healy.

The band appeared in person at the show and played (Ok, let's be honest, mimed) to the delegates. They then mingled with the crowd, signed copies of the DVD we'd filmed, generally messed about and made people laugh.

Iveco signed orders for 1.5 million pounds worth of trucks at the event itself. (The first time that had ever happened.)

The campaign won the top prize at that year's UK Business-to-Business Awards run by the Institute of Practitioners in Advertising.