Charity NCH's 'Byte Night 2004', which saw PROs and business execs sleeping rough on the banks of the Thames last Friday night, also saw Ernst & Young get into bed with PricewaterhouseCoopers - and Porter Novelli lying down with rival PR agencies Golin Harris and Kaizo - to raise money to counter youth homelessness.
Kaizo director Ken Deeks dreamt up the idea back in 1998, but with the event now in its seventh year, things are getting downright serious.
H-P pulled out all the stops to win its bet with rival Cisco about who would raise the most money. In advance of the event, H-P introduced Byte-branded food to its canteens and put one of its board members to work shining shoes as a fundraiser.
Early indications are that £250,000 was raised, with Deeks ignoring his dislike of Formula 1 to bid £800 for an autographed Michael Schumacher cap during an auction.
PRWeek doffs its own cap to all those who took part.