The new Motorola Defy is a water, scratch and dustproof mobile phone that survives anything. Our target market were young, social city dwellers so wanted to bring out the reason why this group would need a phone that had these qualities. We realised it was 2am proof - it was dance floor proof, beach proof, drink proof and ultimately your entire life proof. By showing the aftermath of a wild party where everything is broken except the phone, we wanted to dramatize its robust features. That is why we launched the Motorola DEFY Life Proof campaign.