Through a partnership with Belgium’s most used video sharing website, GarageTV, we turned what seemed a normal internet video into an interactive experience.On the website www.letitring.be, anyone can send this video to their friends, by giving their e-mail address and cellphone number.Their friend receives an e-mail with a link suggestion to what seems a typical internet movie.What his friend doesn’t know, is that he is playing the main part in it.

When he is watching the video, his cellphone starts ringing. If he picks up, he generates an accident in the viral movie.

People saw the direct consequences of their actions, and we made them remember one message: Let it ring...We got the attention of thousands of people, just 2 weeks after the launch.Numerous newspapers and blogs spread the message.And the campaign is still running...