Key objective was to provide a useful toolkit for people considering a career in the agency creative department. Costs needed to be kept down.

We sought out an appropriate material - and found it in the elephant dung paper, sourced from an animal orphanage in Sri Lanka. This was then bound into a pocket notebook and silk-screened with the line: 'You have to go through a lot of crap ideas to get to a good one.'

The book was for internal use. And as such was not in a 'market'. However, it was used enthusiastically by all participants!