There was no brief. We simply had a client with a meagre budget, so we pursued ideas that would extend beyond traditional media. This prompted us to create and release a 12-page insert - The Mobile User’s Guide: To the New Social Etiquette. This proved to be wildly successful (people were actually tearing the inserts out of magazines on the newsstands) and we realized there was a real market for this type of content. We saw the opportunity to do something bigger and we convinced our client, Helio, to let us take them there.

We created a 100+ page book titled “DON”T BREAK UP OVER EMAIL.” The book is a primer on how to act in the new wireless world. From new slang, to work, to dating, to sex, to ringtones, to drunken dialling, we covered every element of modern communication and literally wrote the book on what to do and not to do.

This project is a joint entrepreneurial venture between the agency and client with profits being split down the middle.

The campaign has been an undeniable success. The client has experienced increased traffic to its website, increased inquiries about the New Social Etiquette and all signs point to the book selling out of its first run.