With a new product (an exceptionally precise thermostatic radiator valve) coming out, IMI wanted to do something special. Instead of just bunging an ad in the trade mags, they wanted an integrated, multi-channel creative campaign that would build up to a launch event due to be held at the ISH exhibition in Frankfurt. After watching a nature doc, we stumbled across the bearded dragon, an animal whose eggs only hatch if maintained at a precise temperature. Jackpot. Max (originally Larry, but turns out ‘Larry The Lizard’ is rather a rude phrase in French) and his campaign were born.