We had already set up a website designed to change perceptions among younger consumers and their digital camera habits. But we wanted to go further. What we devised was an open-ended, anything-goes experiment whose only objective was to get you out and about to explore new territories and new ways of interpreting reality.This experiment is one more example of how a brand can change its way of connecting with the public by taking on broad emotional and leisure factors. Advergaming? More like its Casio’s Fun Time!