Howatson+Company 6 Collider Book of Limbo - Belong

  • Pou Auaha / Creative Director
    Gavin Chimes
  • Pou Rautaki / Strategic Lead
    Chris Howatson
  • Ringatoi Matua / Design Director
    Andrew van der Westhuyzen
  • Kaituhi Matua / Copywriter Lead
    Jared Wicker
  • Ngā Kaimahi / Team Members
    Elaine Li, Holly Alexander
  • Kaitautoko / Contributor
    Andrew van der Westhuyzen

You just got your new phone. Feels good. But now you have to set it up and transfer all that data from your old phone. For the first time in years, you’re disconnected. Untethered. Lost in Phone Limbo.No memes. No likes. No wiki.No worries. That’s why this book exists.

With huge media buzz around the announcement of the iPhone 13, Australian telco Belong wanted to become part of the conversation and use the launch as an opportunity to get SIM cards into new phones.

With a broad target market, out starting point was equally broad: an insight about the process of getting a new phone. Rather than advertising the iPhone’s features like every other telco, we focused on addressing a universal pain point that everyone experiences when setting up their new phone. Phone limbo. The period of disconnection that occurs when you transfer all the data over from your old phone to your new one. A time devoid of memes, factoids and the wonders of the internet.

So we created The Book of Limbo: the world’s first offline online wormhole, designed to keep you entertained while stranded between two phones.

Launched days after the new iPhone 13 announcement, The Book of Limbo channelled the wonder of the internet into 120 pages of original 3D art, illustrations, photography and GAN technology - covering topics from whale poop to reverse centaurs to the queen’s hat collection. It even featured the entirety of Alice’s Adventures in Wonderland. The Book of Limbo even pays tribute to the internet through its very structure – being a literal ‘wormhole’ itself.

Visually, we didn’t want to reflect the internet’s “look-and-feel”. Rather, we designed and considered each page on its own while maintaining the chaos and craziness of the world wide web.

The back page included a free SIM card with $80 credit, allowing readers to re-enter the real internet just as their new phone finished setting up.