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Agency Brando, the new experiential arm of Band and Brown, has embarked on a second Living by the Book campaign for the Phone Book from BT. The debut activity, which ran for three months last year, won two Event awards, including one in the category for Best Brand Experience ��������pk10, at the ceremony, which took place on 7 October. The new activity started in September and runs until December, following the same criteria as last year, with people literally ‘living by the book’ for five days. The boxes will appear in eight shopping centres nationwide, and contestants will enter two giant Perspex boxes equipped with a local Phone Book from BT, a telephone, and basic toiletries and medicines. The public can set contestants challenges through local radio stations, such as sourcing karaoke machines to entertain the crowds watching them. New features to this year’s campaign include the use of teams of two, no survival budget, a prize of £2,000 for winners, and if a contestant fails a radio task, listeners can take any item sourced from the box. Managing partners Paul Lucas and Mandy Sharp head the Brando division, which was launched in October. Band and Brown and Brando are both subsidiaries of agency Cossette UK, which is part of Canadian-based Cossette Communication Group. Cossette Communication Group vice-president James Crossland said: “Brando is a prime example of our convergence strategy in action. We have integrated media relations with experiential marketing to create a highly innovative consumer marketing discipline.” Last year’s winner was Emma Southorn, 22, from Birmingham, who works for Enterprise Rent-A-Car.