It's 2 pm on Newcastle United takeover day and it's still radio silence from the football club.
Fans have gathered outside St. James' Park in clusters, all waiting with bated breath for official confirmation, too aware the club had been this close to a long-awaited sale before.
Then, out of nowhere, a sold sign arrives in front of the stadium... has the deal gone through?
In reality, it's going to be another two hours before confirmation is announced, but that Pat Robson sold sign still managed to send a whirr of excitement around fans at the ground.
The witty moment of PR from the local family-run estate agents saw the brand's logo hit the headlines across the world.
Photographers snapped away at Pat Robson Sales Progressor Amy and her sign as the photo set off on its journey to becoming one of the day's defining images.
NewcastleWorld.com catches up with the estate agents about the method behind the madness of that day.
Charlotte Beck, Head of Sales and Lettings, said: "There are some proper Toon fans here in the office and we had been following the news since the early hours.
"We realised we had a sold board and sent Amy down. She was definitely the best person to do it, it was crazy and I'm not sure anyone else would have been able to pull off what she did."
The images of Amy and the sold sign outside the club were snapped up by local media, international sites such as SportBible and even appeared on Match of the Day the following weekend.
Charlotte remembered: "The photo was just going to be for us and our social media.
"Amy had a city centre appointment that day so went along. Then we started watching the coverage live at the ground and saw Amy trotting along with the board.
"We were watching it unfold and she was just surrounded by people.
"Past clients and current clients have all messaged about it and forwarded the photo."
Just hours after the stunt, Newcastle United gave that long-awaited statement confirming the takeover.
The Public Investment Fund of Saudi Arabia, Reuben Brothers and PCP Capital Partners completed the £300 million acquisition of the club from Mike Ashley on October 7.
It marks a new era for both the football club and the city, with investment into the club set to boost prosperity in the North East.
Charlotte said: "We're certainly feeling a really positive side from the takeover.
"Newcastle is a desirable area anyway but I do think it'll become even more popular, especially with students.
"It will become of those cities where people want to come and live.
"We're going to see significantly more footfall in the city of people just wanting to browse, but people wanting to live here as well."