Photo Messaging phones are increasingly popular. Around 1 in 10 of Orange's 13.5 million customers now owns one. Yet 80% of Orange’s customers with MMS phones were not usingthem. ‘Expressionist’ was created to inspire product understanding, trial and usage. Based on 9 facial expressions, customers were encouraged to send their photos, via MMS, to an online gallery. Prizes incentivised participation and a public online vote determined winners. Awareness was stimulated across multiple channels including email, MMS, an MSN co-promotion, direct marketing, street team activity and postcards.

The project culminated in a 2 week exhibition at a London gallery in which all submitted MMSs were used to create an interactive video installation.