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.

2022 One Show - Print

Book of Limbo

Agency Howatson+Company / Sydney + OMD Media + Clemenger PR Australia + Collider / Sydney

Client Belong


Craft / Art Direction

Annual ID


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




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


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


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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