The world’s first USB-powered chainsaw. (Sort of.)
To promote PaperCut — a desktop app that played a chainsaw sound whenever you hit Ctrl-P (Print) — we launched a fake product called i.Saw. It looked real, it sounded real, and for a moment, the internet believed it was real.
i.Saw
Product Design
i.Saw
Pre-order Product Website Visit website
i.Saw
Accolades
"The iSaw will be the Bloody Apex of USB Peripherals" – Gizmodo
"I'm extremely tempted to pre-order this USB-powered chainsaw" – WIRED
"It might come in handy during a negotiation or two" – GottaBeMobile.com
"... possibly opens a whole new category of USB weaponry tools" – Everything USB
"For the indoor woodsman in you" – Pocket-lint
"USB Product of the Year!" – [H]Enthusiast
i.Saw
The Reveal
"This is my kind of prank: it was clever, harmless and didn't disrupt anyone trying to do their jobs or harass anyone. Instead, it gave us a fun diversion with the goal of having us pause and thing about an issue with real merit. Good on you, PaperCut. Those douches at PETA could learn a thing or two from you."
— Gizmodo
"A great viral can take on many forms other than your standard YouTube clip. For less than $10K agency has managed to create a stir and raise awareness for a great cause. Get everyone in your office to download the app and see how long you can go before you hear the roar of the saw!"
— Contagious
"The harmless prank was taken well by those fooled and it’s certainly a unique path to promote environmental awareness. Bravo."
— PSFK
Results:
• 1,000+ pre-orders in under 48 hours
• Over 12 million hits and 300,000+ unique visitors
• Covered by major tech and culture outlets worldwide, from Germany to Japan to the U.S.
• Featured on Digg’s Top Ten chart (“Best. USB Peripheral. Ever.”)
• PaperCut app downloaded over 6,400 times across 80+ countries
Awards
Asia Interactive Awards 2010: GOLD: Best Viral Marketing Campaign
Spikes Asia Awards 2009: Digital: Best Use of Viral: BRONZE
AdAsia Green Awards 2009: Best DM Promoting a "Green" Product
Advertising Hall of Fame 2010: Most Effective Media Campaign of the Year FINALIST
Credits
Copywriter: Noel Yeo
Art Director: Shawn Loo, Jeff Mendoza
Creative Director: Noel Yeo, Shawn Loo
Agency: BBH Asia Pacific
