Gadfly - 09.09.10

9 September 2010 | By Gadfly

Gadfly is aching in muscles he didn’t know he had following last weekend’s New Media Adventure Challenge for Care International UK. He didn’t take part (far too energetic, though a worthy cause), he’s just been laughing (in sympathy) at his fellow new media agers since they stumbled back into the office on Monday.

Their challenge started when one team member got wedged in a set of Tube station barriers. Twice. Luckily TfL staff were on hand to prise them out, enabling the team to complete the unofficial first stage of the challenge: getting out of London.

At least that’s more than could be said for new media age’s partner in hosting the event, which didn’t even manage to muster a team at all. Shame on you, IAB.

After a day of cycling, walking and kayaking (as well as sitting in a stationary minibus for several hours on the M25), team nma crossed the finish line, having raised £4,854.98 (so far) for Care. If you haven’t already (or even if you have), please add to the total at justgiving.com/nmacare2010.

The team from online TV service SeeSaw was first over the line and still managed to look fit and healthy at the end (right, top) – a look they were quick to shed as they got down to celebrating in typical British fashion, with booze and fags (right, bottom).

Gadders’ prize for most coordinated team (in terms of appearance, at least) goes to ESPN, who were kitted out in matching black-and-red branded strips, and swigging from matching black-and-red branded bottles. But then, if anyone was going to look the part at a sporting event, it was going to be ESPN. Maybe the Care Challenge will be aired on ESPN 8 - ’The Ocho’ - in future years.

Talking of competitions, you’ll remember that last week Gadfly mentioned that an Everything Everywhere employee is to enter the Masterchef kitchen (nma 2 September 2010). This week Gadders has learned of another chef seeking fame and fortune. This time, however, it’s Charlie Lockett of MediaCom’s Beyond Advertising unit doing his best Nigella impression on YouTube. Although Gadfly can’t recall the last time Nigella swigged a pint while she whisked up some fairy cake icing.

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