www.playthelab.it is a creative laboratory that demonstrate that the mobile phone is a media that has its own cultural connotation made of a specific language and patterns. As Wenders said, "New tools create new habits." The project includes : a contest for advertising professionals who had directed a 60” short-movie using N903 short movies shot without theme or time limitations by famous movie directors 3 workshop in the best italian universities concerning how new technologies are “contaminating” the languageA consumer contest 10,000 DVDs with 65 short-movies, distributed at best cinema and Adv festivalsProduct demos in art galleries

First www.playthelab.it was dedicated to the creative world encouraged to participate to the contest through a viral campaign and world-of-mouth.

Then we utilized their best 5 short-movies, for a Cinema campaign to promote a consumer competition.The website launch was also supported by a press conference, a teaser web and press campaign and pop materials.

Brochures, leaflets, the presence of prestigious sociologists and semiologists such as Eco and Abruzzese stimulated participation at 3 workshop organized with famous Universities.

Moreover, a DVD containing all short-movies is still furthering the project’s diffusion in the best adv and cinema festivals.