Art connects people; in the same way that Nokia mobile phones do. Thus, the strategy was to bring art into the hands of everyday people, giving the public an avenue to create art. Each execution was made to be different, yet still essentially kept a human touch that tugged at the heartstrings. The resulting art pieces appeared not as advertising material, but as a visitor-created exhibition around the Esplanade.

The promotion was hugely successful and created immense PR for Nokia. The events rallied hundreds from the public for each event. The exhibition was placed at prominent spots around the Esplanade and was viewed by over 130,000 visitors every week. The idea is currently being developed into more executions across different platforms.