The creative had to be an extension of the brand—as audacious, with as much attitude as the handset, user interface, and content partners. With a very clearly defined youth target (competing with mass, corporate brands in the mobile space), it was very easy to be everything those big brands simply could not be—irreverent, passionate, switched on, “out there”. How do you tell the immediate gratification youth generation that something new and amazing is coming their way? --With a bold challenge-- ”Try not to die, amp’d mobile is coming”.