The brief: Strengthen orange's leadership in the music category.The idea:Ride the consumer generated content and 'American Idol/A star is born' reality show wave, to offer Israelis their 15 minutes of fame. How?They can practice with the banner that tests their singing talent with a microphone. After the test we give them the opportunity to record their very own studio clip and post it on the orange oboxlive 3G portal for all to see and hear.