Eddie Izzard, Russell Brand, The Green Wing, The Mighty Boosh, Chevy Chase, there were no shortage of top stars on the bill. But mindful of this thing called the ‘internet’, we developed a strategy of ‘Secret Policeman Everywhere’ – which was just a pithy way of saying we needed to do more than just a telly show with top stars.

So, we developed a podcast series which was downloaded over 2 million times, a bunch of virals featuring John Hurt being kidnapped, mobile clips, a souvenir magazine with limited edition posters, a user-generated sketch, TV idents, human rights animated short films, a microsite, social networking profiles, a tie-up with Picturehouse Cinemas for a live Cinecast, and finally, this backstage documentary with the biggest haircuts in comedy.

Russell Brand & Noel Fielding backstage at Amnesty’s Secret Policeman’s Ball from sidekick studios on Vimeo.