Tippex - The Social Book

Client: Tippex

Brief: After the worldwide success of "A hunter shoots a bear" episode 1 and 2, it was time to rewrite the story again.

Creative: Let's write the idea and get the audience to re-write it.
First, we asked Pharrell Williams to create a book for us. He sent us back a 30 pages book about his inspirations.

Then, we simply erased (with Tipp-Ex) all the words making the book impossible to read. Afterwards, we created a digital

cooperative experience, asking people, all around the world, to find all the words to make the book readable again.

In the first 48 hours
161 participant countries
5 minutes of average time spent par visite
110 people potentially reached
+ 13K shares on social network
+ 276 apparitions in media