digital@jwt was tasked with developing a dynamic broadband experience for Lever 2000. Focusing on convergence of entertainment and marketing, and recognising a shift in the marketplace to self published and produced content, digital@jwt created "Suds, Camera, Action!"In 1999 the digital landscape changed forever with the advent of the iMac and a suite of movie making tools for the consumer called iMovie. digital@jwt created a strategy and experience that brings this functionality to the web. Consumer who have access to the @home network can use and online editing suite to create their own Lever 2000 commercial, compiling digital clips from the corresponding "Tub" television campaign, individual product shots, music and their own unique copy. Once they have created their ad, their unique commercial will run for them as they surf the web through the @home network.To date, 4102 people have registered for the program and 505 have edited their own commercials.