Belong creates Internet-like book for phone limbo via Howatson + Co

Belong has launched The Book of Limbo, an “offline online wormhole” book, designed to mimic the randomness of Internet niches via Howatson + Company.

It is the second work the agency has released for Telstra’s Belong since winning the account, having launched an integrated brand campaign for Belong earlier this month.


The Book of Limbo

The Book of Limbo is an over 100-page book that covers a variety of topics: from reverse centaurs to the Queen’s hat collection to giant squids, mimicking going down an Internet rabbit hole.

The book is designed to navigate ‘phone limbo’, the period of time when someone is transferring their data from one phone to another and would like the experience of the Internet.

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 8 million 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.”

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.”

At the end of the book is a Belong mobile SIM card with $80 credit.

Multimedia artists who participated in the creation of the project include Andrew van der Westhuyzen and Indigenous artist Saltwater Dreamtime.

Howatson + Company was originally launched as Howatson + White. After the sudden departure of its co-founder and chief creative officer Ant White, the agency renamed itself Howatson + Company.

Levi Slavin was announced as the replacement for White last week.


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


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.