We went big on the welcome, on the pace and rhythm of life, on the escape from the urban buzz. It was like a different world up there. Nowhere like it. Nowhere better natured. We created an identity – both visual and verbal – that did it justice. For our film, ads, design and social campaigns we won a few awards, but we also won friends up there. That’s what really counts. That’s what the place is all about. Our work just held a mirror up and said, ‘Look at this. Listen to these people. It’s all amazing, isn’t it?’ You literally couldn’t make it up.