Howatson+Company Unveils Offline Online Wormhole In New Work For Belong

Howatson+Company Unveils Offline Online Wormhole In New Work For Belong

Belong, with Howatson+Company, has today launched The Book of Limbo, an offline online wormhole designed to keep Australians entertained while they set up their new phone.

The book has been created to help people navigate ‘phone limbo’ – the period of disconnection that occurs when you transfer all your data from an old device to your new one. A time devoid of memes, factoids and the wonders of the internet.

The Book of Limbo is designed to be the world’s first offline online wormhole, channelling the joyful chaos of the internet into over 100 pages of left-field content. Ever wondered about whale poop, reverse centaurs, the Queen’s hat collection and giant squids? Well, The Book of Limbo has you covered. It even contains the entire edition of Alice in Wonderland printed over eight pages. 

Belong CEO, Jana Kotatko, said: “If you have an embarrassing amount of photos on your phone like me, transferring everything over to a new device can be a time consuming experience. With more than 8m new handsets purchased last year, it’s become a universal feeling.

The Book of Limbo is our way of making phone limbo a joyful moment, while also sharing our love for all of the weird and wonderful content the internet has to offer.”

The Book of Limbo has been created in partnership with some of Australia’s best multimedia artists, including Andrew van der Westhuyzen and Indigenous artist Saltwater Dreamtime.

The original artworks were created using CGI, Illustration, and the internet itself, via GAN (generative adversarial network) technologies.

The back page of every copy includes a free Belong mobile SIM card with $80 credit to use in Australia, enabling readers to re-enter the real internet after their new phone is set up.

Howatson+Company ECD, Gavin Chimes said: “There’s nothing like losing yourself in a good book. And there’s nothing like getting lost in the depths of an internet wormhole. We’ve found a way to combine the two and bring joy to that period of nothingness when you’re stuck between two phones.”

The limited-edition Book of Limbo is available to pre-order online at www.belong.com.au/bookoflimbo, with a digital edition and an audio edition being made available for those that can’t secure a physical copy.

This latest work comes less than three months after Belong announced the appointment of Howatson+Company as its creative and media strategy agency of record. Earlier this month, Howatson+Company launched Belong’s new fully integrated brand platform, ‘It feels good to Belong’, extending across brand communications, product, sim card packaging, website, UI/UX, staff collateral and more.

Credits

Client: Belong

Creative: Howatson+Company

Media strategy: Howatson+Company

Media trading and buying: OMD

Production Company, Book: Collider Studio

Founder, Creative Director: Andrew van der Westhuyzen

Creative Director / Strategy: Kåre Martens

CGI Artist: Hugh Carrick-Allan

Head of Studio Production: Hoss Ghonouie

Artist and owner Saltwater Dreamtime: Zac Bennett-Brook

Printers: Peachy Print

Director of Production: Bruce Cameron

Sales Director: Garry Gorman

Production Company, Films: Collider Studio

Music Composition & Audio Production, Films: Heckler Sound

PR: Clemenger PR




Please login with linkedin to comment

belong Howatson+Company

Latest News

Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers
  • Technology

Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers

Salesforce has launched new Einstein Copilot tools for marketers, giving them the ability to automatically create campaign briefs, personalised content and promotions from their data. B&T was on the ground at Salesforce’s Connections event in Chicago to hear first-hand about the new tools. All of these new tools rely on Salesforce’s Data Cloud platform that […]

AZK Media Launches Customer Catalyst As Demand For Video Content Grows
  • Advertising

AZK Media Launches Customer Catalyst As Demand For Video Content Grows

Technology PR and marketing agency AZK Media, has launched a pure play video-content business called ‘Customer Catalyst’ as demand for premium video content continues to surge. Lead image: Wayne Williams & Azadeh Williams Research shows 64% of businesses see an increase in website conversions from having a customer testimonial video as part of their marketing […]

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm
  • Advertising

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm

Digital consultancy G Squared has launched a performance media creative division that will be led by The Hallway’s former general manager, Chris Murphy. The new capability enables G Squared clients to tap into a team of creative specialists who will develop, optimise and scale effective campaigns across digital media channels. G Squared said that it […]

Want your business to become more competitive? Invest in people
  • Opinion

Want your business to become more competitive? Invest in people

Learning and development can sometimes fall into the “nice to have” bucket – but John McNerney, managing director AUSEA at Yahoo, makes the case that in a tech-driven age marketing leaders should prioritise their employees’ development if they want to get a leg up on competitors. Good businesses are like ships. They’re places where everyone […]

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025
  • Marketing

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025

Universal Live Entertainment Announces Global Partnership with TEG Life Like Touring to Produce a Live Show Version of DreamWorks Animation’s Gabby’s Dollhouse. DreamWorks Animation, Universal Live Entertainment, and TEG Life Like Touring will be collaborating on a live touring show inspired by the magical world of hit series Gabby’s Dollhouse. TEG Life Like Touring revealed […]