I’m going to answer this question in reverse. We got the Jim Beam gig through one of the most serendipitous moments in our history. We’d been working hard to get involved in the designing of Johnnie Walker’s seven-storey brand experience space in Edinburgh, only to be disappointed. That was on the Friday. On the Monday, a pitch opportunity arrived out of nowhere to reimagine Jim Beam’s original distillery in Kentucky. To put that into perspective, the Beam distillery spans 400 acres. And win it we did, against a lot of impressive U.S. agencies. We definitely felt a bit of pressure coming in as outsiders but we love being the underdog. The serendipitous part of this is: if we’d won the Walker gig, we wouldn’t have been allowed to work on Jim Beam. Working with the Beam team was a joy. They’re ambitious big thinkers. The distillery was already the most popular stop on the Kentucky Bourbon Trail but they wanted to make it a destination in its own right. To do that, you have to appeal to more than just bourbon lovers by offering food and culture too.