We call it The Book. We produced 60,000 copies of our disposable newspaper in English, French, German, Spanish and Chinese. At a cost of less than 20 cents each, we flooded the industry with our message on a totally recyclable piece of communication; only the idea was new.
The Book: We need ideas that mean something to people. We can (and do) invent those ideas, but it's also about what we find in the world, the connections we see and how we bring it all together. We're creatives, but we're also curators.