Social advertising and non-profit campaigns from around the globe

You already own a chainsaw: your keyboard

Posted by Marc | 10-07-2009 11:12 | Category: Environment

Your internet connection and PC became the most important spot in your life. And your USB connection is your power point. Even for your chainsaw!
It’s the i.Saw, the world’s first USB-powered chainsaw. The USB-powered chainsaw ‘measuring no larger than the size of a regular computer keyboard’.

That was the gadget news from a few days ago.
Did you already pre-order this nifty thing?

Of course it was a hoax. The pre-order link points you to the actual product which can be downloaded for free. It is an app (available on Mac and PC) which will play the horrible chainsaw sound effects whenever you press “CTRL + P / CMD + P” on your keyboard. Just a little gentle reminder the next time we print out those
one-liner emails.

Peter Callaghan, CD on the project, explains the brilliantly simple idea: “Papercut is a simple reminder of where paper comes from. When you press ‘print’, you’ll hear the roar of a chain saw. It is not to make you stop printing, just print less, using only what you need. Reminding people that printers run on trees.”

‘Launched’ on Monday, the i.Saw was immediately picked up by Gizmodo and Wired. Both journalists strongly suspected it was a spoof product, but clearly had some fun writing about it.

Making the campaign:

Agency:
BBH Asia Pacific
Additional credits:
USB Chainsaw
ECD - Steve Elrick
Digital CDs - Noel Yeo, Shawn Loo
Producer - Shaun Lee
Designer - Jeff Mendoza
Props - Art Devil’s Production
Papercut Application
ECD - Steve Elrick
CD - Peter Callaghan
Art Director - Joseph Tay
Programmer - Nguyen Thanh Binh