One artwork, drawn live from the talks and coloured in by the room.

Bombay Sapphire’s platform is Stir Creativity, so the activation put an artist to work in public rather than product on a counter. Stefanos Papadimos — SDeviano — sat with the main-stage programme and drew what he heard as he heard it, on large sheets pinned to an upright board.

The board filled from the front. As each sheet was finished the artist moved to the blank one behind it, so from across the foyer the wall read as one continuous drawing that kept growing through the day.

Attendees were handed markers and invited to colour. Registration was the condition of taking part — name and email, on tablets held by brand ambassadors at the entrance to the space — so everyone who picked up a marker entered the brand’s list.

The work was deliberately large: several people could draw on it at once, walk around it, and find a corner of it to take personally. Each participant could cut out the section they had coloured and keep it, and a wooden stamp carrying the artist’s and the sponsor’s names was pressed onto every piece that left the room.

The names collected across the day went into a draw. One winner took a gift from Bombay Sapphire, announced at the closing party.

TEDxAthens commissioned the artist, designed and produced the board, the sheets and the stamp, bought the materials and built the space. Bombay Sapphire brought the brand platform, the ambassadors on the tablets, and the prize.