When Partick Thistle mascot Kingsley was unveiled one year ago by the Glasgow football club he almost broke the internet.
The monobrowed maestro's unusual appearance ensured him almost instant viral fame, courting media attention in the UK and across the globe from the likes of CNN and BuzzFeed.
Even Time Magazine warned readers: ‘This soccer team’s new mascot will haunt your every morning.'
Despite his fast-found notoriety, the yellow character, who was designed by Turner-prize nominee David Shrigley to represent the team's sponsorship deal with US firm Kingsford Capital, has undoubtedly helped put the club on the map over the past 12 months.
The Drum went along to Partick Thistle's kit launch to catch up with the man himself, as well as Partick Thistle's media and communications manager George Francis who said the boost Kingsley has gifted to the Firhill side has been "incredible."
Francis pointed out that there are many lessons brands can learn from Kingsley: "It's very difficult to manufacture these things. These viral sensations tend to happen from an honest launch.
"We never went into it thinking 'let's create something viral here' we went into it thinking 'this will raise interest and supporters will get on board'. As soon as you try and manufacture something like that people aren't stupid on social media and they see right through it," he added.