As Wenders said new tools create new habits.

Accordingly the creative laboratory www.playthelab.it encourages using mobile phones not only to communicate, but also to capture images, experiences, and to share them with others anyplace always.The project includes:A contest for advertising professionals that had realized a 60” short-movie using N90.3 short movies shot without theme or time limitations by famous movie directors 3 workshop in Italian universities concerning new languages with prestigious experts as Eco Abruzzese.

A consumer contest 10000 DVD with 65 short-movies realized, distributed at best festivals and blockbuster shopsProduct demos in art galleries

With 10 days viral campaign and word-of-mouth 642 advertising creatives submitted their participation.60 participants received the N90 mobilephone to shoot a 60” short movie.

An international jury among whom Terry Gilliam and Wim Wenders choose the best 5 that were shown in 750 theatres for 40 days.Spots promoted also a consumer competition to which took part about 700 people.

“PlayTheLab” website was visited, just in the first week end, by 9800 people.

From October 2005 to February 2006 it had around 1,600,000 hits and 226,534 u.v.Around 30 newspapers, 56 website and 60 TV programmes talked about PlayTheLab