We designed a media plan identifying Vodafone territories where the 'Community' concept might have a natural meaning for the core target. In each of these territories, we explored the possibilities of conducting high-visibility actions to complement the conventional mix based on TV campaign, print and outdoor.The OMD team managed to negotiate pioneering initiatives in all the complementary media used, discovering new ways of showing advertising. In all cases, OMD supervised all the production and logistics processes required by the different executions.