Upstart is an annual arts competition sponsored by Nokia. It suffered from low awareness and "connection" with young talents. To improve response and attract calibre participants, we had to inspire and excite. The solution was to bring the theme to life: "Breaking Barriers - The Usual Does Not Apply". Viewers had to "break" the web browser before entering an unconventional website that speaks their lingo … fun, lively and real. The results spoke volumes: 1,000 visitors in the first week, with no online advertising. Fine Art entries increased by 14.3%. Standards were higher, with a record-breaking 66 attaining Finalist status.