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i.SAW
We created a free desktop application called PaperCut, which plays the sound of a chainsaw whenever you hit Ctrl-P. The challenge was to promote this app on a miniscule budget: USD$7,000

We wanted to get people talking about the USB chainsaw.
When attention for it reaches fever pitch, reveal that the chainsaw is really your keyboard, and get people to download the PaperCut app.

The campaign has been praised in various leading creative media publications, notably Creativity, Campaign, Contagious and PSFK.

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