LazyTown was a virtually unknown Icelandic pre-school TV programme and brand when Suzanne Noble was given the brief to raise it’s profile. Working with their licensing partners and LazyTown in Iceland, Suzanne created a multi-media campaign featuring the lead character and creator of LazyTown – Magnus Scheving. Three months later and a story on LazyTown had appeared in every national newspaper and on TV and radio. The LazyTown single went to no. 3 at Xmas and the DVD sold over 150,000 units in its first week of sales. Since then, Sportacus has gone on to become the face of the Sports Relief campaign aimed at primary school children. The UK PR strategy is now being used as a global template.