Working with Beavertown & CALM, Here Be Dragons created ‘Open Up’ - a new range of crisps designed to be shared to enable difficult conversations and support better mental health for mates in the pub. Using the known behaviour of opening up a bag of crisps for the table at the pub, each packet of crisps contained conversation starters, co-created with CALM, to guide conversations with your mates and tease mental health into an environment - and audience - that is notoriously difficult to engage with this topic.

The judges said: “Love the insight, idea and relevance. A simple but refreshing and impactful idea.”