BOOK OF LIMBO

Short List
TitleBOOK OF LIMBO
BrandBELONG
Product / ServiceBELONG MOBILE AND INTERNET
CategoryB01. Innovative and Adapted use of Print & Publishing
EntrantHOWATSON + COMPANY Sydney, AUSTRALIA
Idea Creation HOWATSON + COMPANY Sydney, AUSTRALIA
Idea Creation 2 COLLIDER Sydney, AUSTRALIA
Media Placement HOWATSON + COMPANY Sydney, AUSTRALIA
Media Placement 2 OMD Sydney, AUSTRALIA
PR HOWATSON + COMPANY Sydney, AUSTRALIA
PR 2 CLEMENGER PR Melbourne, AUSTRALIA
Production HOWATSON + COMPANY Sydney, AUSTRALIA
Production 2 COLLIDER Sydney, AUSTRALIA
Post Production HOWATSON + COMPANY Sydney, AUSTRALIA
Post Production 2 COLLIDER Sydney, AUSTRALIA
Additional Company SALTWATER DREAMTIME Surry Hills, AUSTRALIA

Credits

Name Company Position
Gavin Chimes Howatson+Company Executive Creative Director
Leslie Sharpe Howatson+Company Creative Director
Elaine Li Howatson+Company Senior Art Director
Jared Wicker Howatson+Company Senior Copywriter
Andrew van der Westhuyzen Collider Studio Founder, Creative Director
Kåre Martens Collider Studio Creative Director / Strategy
Hugh Carrick-Allan Collider Studio CGI Artist
Holly Alexander Howatson+Company Head of Production
Josh Bailey Belong Marketing – Trading & Propositions
Loretta Bell Belong Product Owner – Trading & Propositions
Zac Bennett-Brook Saltwater Dreamtime Artist and owner
Bruce Cameron Individual Director of Production
Hugh Carrick-Allan Collider CGI Artist
Nathan Cole Belong Marketing Chapter Lead
Aaliah Eggins-Bryson Belong Head of Product
Hoss Ghonouie Collider Head of Studio Production
Garry Gorman Peachyprint Sales Director
Chris Howatson Howatson+Company Chief Executive Officer
Jana Kotatko Belong CEO
Adelaide L’Estrange Belong Senior Marketing Specialist
Sun Lee Howatson+Company Group Business Director
Angela Lethbridge Howatson+Company Business Director
Georgia Price Howatson+Company Senior PR Manager
Kelly Schulz Belong Head of Brand, Comms & Culture
Clare Taylor Belong Brand Specialist
Leanne Boyd Belong Brand + Creative Lead

Cultural / Context information for the jury

Belong is a “telco” in Australia, offering mobile and internet plans for a better value than their larger competitors. Our brand platform is ‘It Feels Good to Belong’ - a joyful celebration of fun, whimsy and internet-fueled wonder. An “Internet wormhole” is a common term in Australia and beyond used to describe an immersive online adventure through unexpected facts, memes, stories and more.

Please outline how the work was adapted, modified or was innovative

Getting a new phone is exciting. Until you have to set it up. Suddenly, you’re disconnected for who-knows-how-long, while your new phone transfers all your data over. Launched just before the iPhone 13, the Book of Limbo is an offline online wormhole, designed to entertain those stranded between phones. It brings the experience of the internet to life in a new way through 3D art, illustration, photography, and even GAN technology. Just like a real internet wormhole, each page links to the next – spanning reverse centaurs, royal conspiracies and even the entirety of Alice in Wonderland. All ending with a free $80 Belong SIM, to help you explore real, online wormholes when your phone lights up. All the materials are sustainable, locally sourced, and the production carbon offset. The campaign earned 23+ million impressions, a 400% uplift in site traffic and even a +50% purchase intent for Belong products.

Links

Website URL   |   Video URL