On 23 May 2014, a fire ripped throughout the Mackintosh Building at Glasgow School of Art, destroying one of Scotland's most iconic interiors. The loss of Charles Rennie Mackintosh's work was felt across the art-loving world; the building held a special place in many people's hearts.
In the offices of J. Walter Thompson London, the morning after the fire, Giles Hepworth and Bill Hartley discussed the tragedy. They each shared the compulsion that they had to help. Quickly coming across a fundraising idea, they jumped on an easyJet flight to Glasgow to pitch it to the school directly.
The School needed to raise £35 million for the rebuild and to do that they would need to stay in the public consciousness.