The National Institute for the Arts is never associated with brands, it keeps strict control for all their assets. To be able to bring them to work together with Nokia in a campaign was a real challenge.

People arrived at the 'Palacio de las Bellas Artes' for a National Symphonic Orchestra concert. They started taking their seats while the musicians were still tuning their instruments. Once the crowd was complete, the Conductor came in. There was a tense silence for a few seconds and with a twist of his hand, the music began. We started hearing the first 30" of the 'Tragic Oberture Op.81' by Johannes Brahms. Suddenly, just when we were reaching the climax of the piece, the whole orchestra stopped and switched to playing the traditional Nokia ringtone.

The audience was surprised as a board was displayed on stage with Nokia and the Symphonic Orchestra asking people to switch their devices off and enjoy the show without interruptions.

The results:

There were absolutely no phone interruptions during every performance when this action took place. Besides, we expect a large social media reaction.

This action took place on April 19th, 2013 so viral results are not available yet.