The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Art Direction
Annual ID
OS22_PT047M
About 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. With the new iPhone 13 launch approaching, Australian telco Belong wanted to help.
The Book of Limbo is the first offline online wormhole, designed to keep you entertained while stranded between phones. Available to pre-order alongside the new iPhone, it brought the experience of the internet to life in a new way – across 120 pages of original art created with 3D, illustration, and photography. The book was even designed, in part, by the internet itself, through AI-driven GAN technology.
Just like a real internet wormhole, each page linked to the next. From vampire squids to vampire puns. From queen conspiracies to the queen’s hat collection. Reverse centaurs. Goat memes. Even the entirety of Alice in Wonderland.
Most importantly, on the last page was a free $80 Belong SIM card, designed to help you explore real, internet wormholes just as your phone lit up again.
This campaign earned 23+ million impressions, a 400% uplift in site traffic and a huge increase in brand consideration, with +50% purchase intent for those who saw the campaign.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Howatson+Company / Sydney
PR / Marketing Agency
Clemenger PR
Client / Brand
BELONG / Melbourne
Production Company
Collider / Sydney
Music / Sound Production Company
Heckler Sound / Sydney
Media Distribution Company
OMD Media
Executive Creative Director
Gavin Chimes
Producer
Lesley Chambers
Chief Executive Officer
Chris Howatson
Jana Kotatko
Head of Product
Aaliah Eggins-Bryson
Head of Production
Holly Alexander
Senior Art Director
Elaine Li
Senior Copywriter
Jared Wicker
Artist & Owner
Zac Bennett-Brook
Brand & Creative Lead
Leanne Boyd
Brand Specialist
Clare Taylor
Business Director
Angela Lethbridge
CGI Artist
Hugh Carrick-Allan
Creative Director/Strategy
Kåre Martens
Director of Production
Bruce Cameron
Founder & Creative Director
Andrew van der Westhuyzen
Group Business Director
Sun Lee
Head of Brand, Comms & Culture
Kelly Schulz
Head of Studio Production
Hoss Ghonouie
Marketing - Trading & Propositions
Josh Bailey
Marketing Chapter Lead
Nathan Cole
Printers
Peachy Print / Sydney
Product Owner - Trading & Propositions
Loretta Bell
Sales Director
Garry Gorman
Senior Marketing Specialist
Adelaide L’Estrange
Senior PR Manager
Georgia Price
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