In training for a half-marathon, Mark Cadman, the former Euro RSCG chief, hit the hills and forests while holidaying in Canada.
Knowing that there was the chance of bear attack, he accepted a bell given to him to scare off any would-be picnic-basket thieves.
What he wasn't told, though, was that there was a bigger threat circling the forest: wild cougars. It also turns out they use sound as well as smell to locate their quarry. Luckily for Cadman, he wasn't wearing his huge, noisy bell at the time.