This ad was created to promote the Gradiente GF930 cell phone, whose differential is its video recorder. The strategy was to show how important and fun it was to film scenes from daily life, where the cell phone is the best option. The idea was to create a home movie festival, where participants would send in their videos to compete for prizes. The difference was that they passed through a pre-selection, done by an eccentric critic specialized in “home-made art films made on cell phones”. The Festival was held exclusively on the MSN Messenger tab and, over three months, received 1,800,000 page views.