Working alongside Gareth Hughes, visuals were created to raise awareness for new words appearing in the Oxford English Dictionary. Based on communication, the concept "spread the word" was generated. Heavily driven by the ambient media within, the audience would see a large black square on the ground near an advertisement, leading them on a trail to eventually find a new word. On successfully following the trail the viewer is awarded with the opportunity to visit the website and send off for a pack of free stickers, thus spreading the word in the own way.
