Nokia 20Lives is a 25 day groundbreaking new media event that enables participants to live a day in the lives of 20 fictional inter-connected characters. Receiving their text messages, meeting friends and enemies, and making crucial choices - with subsequent results of success, failure, deceit and sex. All experienced in more than three interactive hours of first-person, full-screen online video.Each day a participant logs in, they assume another identity in our fictional world, interacting with each character – even those they have been or are yet to be. An innovative, interwoven intrigue where “Connecting People” is made tangible and engaging.

The event starts in 30” TV ads and a late-night 3-minute show on MTV, hosted by Phil Blitz, a slick salesman who literally sells 20 Lives. In the show actors that play in the event are interviewed about how they experienced being someone else. A pan-european cover-wrap of free newspaper Metro accompanies the event’s premiere.When a participant arrives on the event website, they’re instantly drawn into the life of Phil Blitz, starting with a scene of the recording of the commercial. A complete circle… and the start of a new media experience on a scale never seen before.