My comment after seeing my good friend Matt Stafford, from ad agency 'LBi', fisting someone in the ring.
Not quite as crude as I've made it sound, he and a select few others from LBi took on the neighbouring company of bankers for a bout of fisty cuffs in the Emirates stadium. All in the name of charity (Help for Heroes), Matt managed to raise a further lump sum with this clever bit of creative...
He sold sections of his body for to people, they in return got to place a design of their choice in that space, live ads on living ad space hence the name, 'The Brawling Billboard'.
and if you look very carefully you can see my addition (admitedly shitty, dont judge me it was a last minute thing, the last minute before midnight the day before) just beneath his left nipple, close to the heart, thanks shnookums...
Top banana Matt, brilliant work.
...and yes, he won, TKO. noice.
