djuice is a mobile phone service provider, with a service plan for calling and SMS called djuice nonstop, where the user can send free SMS for a flat monthly rate. With an offer like this, users will be sending so many SMSs that they will need to train their thumbs to get them in shape for it. And after they have been SMSing with djuice they will have some pretty fast thumbs.

The campaign was launched in print and outdoor to introduce the idea that the thumb represents the djuice nonstop service plan, where related to SMS. Then the films were run in cinemas.