To begin the game, three artists of different mediums were given a quote to interpret in their respective art forms. Each of these pieces were then passed on to another batch of artists, to be reinterpreted and passed on to another batch of artists, and so on and so forth. The project grew exponentially huge and now the map tracing all 315 (!) projects from all over the world looks like a genetic tree of life... which, in a way, it is, if creativity is the medium of evolution.
Check out the website here: