We sourced paper from an elephant orphanage in Sri Lanka - which we discovered while travelling in that country. The elephant dung paper was then shipped back to our home market (with some raised eyebrows from the customs authorities). We worked with bookbinders and printers to produce the optimal design. And then used hand silk-screening so as to preserve the delicate texture of the paper. The imperfections in the printing are consistent with the philosophy of the ideas: to encourage as much imperfect experimentation as possible before narrowing down to a workable solution. The freedom to do this was expressed as the importance of having 'crap ideas' before getting to good ones. And the choice of elephant dung paper thus provided a uniquely appropriate medium for the message.

The book has been in huge demand relative to a limited print run. The related course has been presented in cities as diverse as Beirut, Ho Chi Mihn, Moscow, Singapore, Manila and at both Cannes and the Asia Pacific AdFest. We are now exploring ways of printing and binding the book closer to the source. And discussing commercial production deals. In general the project has been hugely helpful in communicating the agency's commitment to new ideas. And has brought us exposure to new audiences - and prospects - for recruitment. As well as communicating the unique offering of the agency within the context of our own network. As well as our local market. Interestingly, it has also given us a way to reach potential clients who are seeking to improve problem solving abilities in a wider corporate context.