Valio "The lick-hiker's guide to inner strength" by Hasan & Partners Helsinki

Ian Wright is on a mission to seek out and lick the dirtiest locations in Europe for The Lick-hiker's Guide to Inner Strength, a campaign that promotes the virtues of Gefilus, a probiotics range by innovative dairy, Valio.

The 25-minute documentary sees Wright’s tongue come into contact with places that harbour bad bacteria – all in the name of testing immunity, gut health, and science.