On April 11th the Twittersphere was buzzing with speculation surrounding a besuited man being led around London on all fours like a pet by an otherwise ordinary looking woman. For hours the speculation went on: who were this pair and why were they doing this? No PR agency or brand came forward to claim credit for several hours, a tortured eternity for social media users. Eventually, the woman revealed herself to be Eden Avital Alexander, a stage actress engaging in a project with her director – the man on the leash. Eden arranged for the reactions of passersby to be filmed – raising all sorts of issues surrounding gender, human rights and animal rights.