Brief
The Guinness World Records book has been a staple Christmas day present since it’s first publication in 1955. But what chance do even the best books have nowadays, in an era of iPads, Xbox and 3D TV? The client asked us how we could use digital to get kids excited about the book, enough that they might write it on their Christmas list to Santa.

Idea
We wanted to inject some magic into the way readers explored the book, getting them playing with it rather than just reading it, and in doing so, really bring the book to life. Augmented reality has a gimmicky reputation, but we saw how we could use it to create another layer of fun, information and life to this iconic book. Our creation enabled the opened book to spring to life; instead of just reading about the world's tallest man, turning the page would see him walk and talk in front of their very eyes. We hacked together the traditional with the most modern, creating a wondrously magical experience for a new generation of Guinness World Record fans.

Results
The new book received ground breaking PR coverage across the BBC and national press (including front page of Guardian).

As of November 2011 the Guinness Book of World Records is the UK’s biggest selling non-fiction hardback book, well before it’s key selling period; Christmas.

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