To captivate youth in New Zealand and encourage them to use their phones more often. Rubbish Film Festival. It was the first ever online mobile film festival. They simply had to shoot their own 20 second movies using 027 mobile phones and then upload the films to www.rubbishfilmfest.co.nz where the public could view and vote for the films. A panel of industry experts then judged the category prize winners and best overall entry. The winners were sent to Hollywood. There was a massive 1,850,000 visits to the site over the campaign period. (there are only 4 million people in New Zealand.)
Agency: Saatchi & Saatchi, New Zealand.