Peter & Paul got me in to help out with a tricky project they had for Thornbridge Brewery. It only took me a morning to come up with this jolly campaign – Lord it up. The idea came from a little bit of history I discovered, that The Lord of Thornbridge wasn’t a real Lord at all – he gave himself the title to impress people. So it got me thinking, why not give drinkers the chance to earn their own faux title? I didn’t do a lot after the initial idea – it kind of writes itself after the spark – and look at all the stuff they did with it. And Nick Eagle’s photos look amazing.