Please tell us about the social behaviour that inspired the work

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. Lost in phone limbo. Australian telco Belong wanted to help with this universal problem. Launched just before the iPhone 13, the Book of Limbo is an offline online wormhole, designed to entertain those stranded between phones. It channels the wonder of the internet into 120 pages of original art. 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. And it ends with a free Belong SIM card, to help you explore real, internet wormholes when your phone is ready again. All the materials are sustainable, locally sourced and carbon-offset. The campaign earned 23+ million impressions, a 400% uplift in site traffic and a +50% Belong purchase