Business at London-based Flash Pack was about to dramatically improve though, after Lee came up with a marketing idea that he hoped would go viral.

With the 2014 World Cup due to start in Brazil in June, he had an idea for a very specific photo.

“I’d seen a picture of some workmen at the very top of Christ the Redeemer, the iconic [mountain top] statue of Jesus, in Rio de Janeiro, and the views of the city looked amazing,” says Lee.

“I knew if I could just get up there and take a selfie it would go viral.”

So Lee convinced the Brazil Tourist Board to let him do just that, and he took his photo 738m (2,421ft) above the city.

Just as he had hoped, the photo did indeed go viral, with 50 million engagements on social media. It also led to him being interviewed by major news outlets around the world, and most importantly – drove a lot of traffic towards Flash Pack’s website.