Honestly, the briefing was sh…. Literally. Yello wanted to test how to get maximum awareness on YouTube, and their idea was, of all things: digestion. They wanted this topic presented in a child-friendly way. After a moment of shock, I suddenly had a vivid image: a cross-section of a child, through which you could trace the path of food through the entire body, right up to the toilet bowl. The result was 14 million views on YouTube. The film is a smash hit with kids — even my niece has seen it: in her biology class.