| Title | PAPERCUT |
| Brand | BBH ASIA PAC |
| Product / Service | PAPERCUT APPLICATION |
| Category | C03. Interactive Tools & Applications, including mobile advertising |
| Entrant | BBH ASIA PAC Singapore, SINGAPORE |
| Entrant Company: | BBH ASIA PAC Singapore, SINGAPORE |
| Advertising/Web Design Agency: | BBH ASIA PAC Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Steve Elrick | BBH Asia Pac | Regional Ecd |
| Peter Callaghan | BBH Asia Pac | Creative Director |
| Joseph Tay | BBH Asia Pac | Senior Art Director |
| Nguyen Thanh Binh | BBH Asia Pac | Programmer |
BBH Asia Pacific created a free desktop application called PaperCut, which plays the sound of a chainsaw whenever you hit Ctrl-P. The challenge was to promote this app on a miniscule budget: USD$7,000 We had over 10 million hits with more than 250,000 unique visitors. Articles on the i.Saw appeared practically everywhere in the world, including Germany, Italy etc. PaperCut has been downloaded more than 2,000 times in over 80 countries. (And numbers are still increasing.)