Back in 2007, Orange asked us to help launch their ‘Good things should never end’ campaign on interactive TV. Our idea was to take people on a journey from the telly to the web and back again. Orange liked the sound of that.

What we did was provoke a discourse online about something happening on TV behind the red button. We did this by hiding a number of ‘good things’ in an interactive TV experience and then seeding where to find these things in forums online. Good things like VIP tickets to the BAFTAs and a free 12-month, unlimited phone contract.

The result was a campaign that got everybody talking. Which is pretty apt when you think about it.