A generation of avid IMers now use technology to run their social lives from their desk. We told them to pop their desks in their pockets and chat to their mates wherever they wanted. To increase sales of Windows Mobile enabled devices across Norway, Denmark and Sweden, a campaign of online advertising showed people that the ‘easy intimacy’ of conversations through IM could now be had everywhere from a swimming pool to the ski slopes. It was such a success that other European markets called and asked us to translate the same campaign for them.