We've been working with crisps brand Tyrrells since we won the account towards the end of 2014. We've loved getting under the (potato) skin of the products (sorry), diving into the brand, getting to know the brilliant clients and putting on a collective 1kg per week in weight just tasting the bad boys.

And today we launched the brand's first ever advertising campaign. No longer reliant solely on PR, word of mouth and just retail drives, Tyrrells has found its voice. And it's an incredibly English and eccentric voice which quite rightly places the crisps at the heart of spontaneous gatherings.

After all, these are the finest crisps in the world and the ones you want to be whipping out when that casual Christmas catch-up at home turns into an all-nighter, by way of three glasses of mulled wine.

The outdoor campaign bursts onto billboards of London and the South East over the next couple of weeks. And when you do spy one of the posters, perhaps ponder that each crisp was shot by photographer Qiu Yang over 30 times to capture all the levels of focus and details to showcase it in its glory. Hence why it took 21 hours of photography all-told! Plus the hours searching through 360 bags of crisps to find the 'hero' crisps to feature.