This is the first article of McCann London’s Atomic Soup series. A collection of sharp provocations and quirky insights written off the back of their creative brainstorm sessions, Atomic Soup. Fuelled by diversity of thought and blended with cultural truths from their global network, Atomic Soup is an accelerated swarm designed to generate ideas that catch fire in culture and build brands. In this session, led by planner Jo Costello, the McCann network explored the ick epidemic.