The challenge was to transmit the campaign concept via mobile phones. A game was developed using the same TV spot iconography and following the “easy going yet serious” concept of the campaign. The game could be downloaded for free. Considering the objective of attracting user attention, a campaign was developed where a picture of the user was taken, sent through a comic image filter, and re-sent by MMS to the mobile. The service provided a tangible conceptual experience for the campaign, and all on a user’s mobile phone.