The Young Creatives Film Competition is a recent addition to the Cannes Lions International Advertising Festival - Nokia Nseries sponsored the event and provided mobile cameras (the Nokia N93i) that the teams used to create their thirty second commercials. The sponsorship package included onsite signage, print ads, and the right to shoot documentary footage of the competition. Working closely with Nokia and Cannes Lions organizers, we transformed a simple sponsorship into a global integrated content campaign with an audience of millions.

Onsite, we created a mobile-active 80ft installation and used the print ads to lead viewers into content about the teams. To generate awareness beyond the festival, we also created over 90 short viral webisodes telling the story of each team's progression. The webisodes aired on the Cannes section of Nseries.com, youtube and mobile web portals, resulting in hundreds of thousands of viewers around the world.

After pitching MTV on the concept of a branded TV show at Cannes, we developed a 30 minute program chronicling the contestant's creative process. The resulting special will air in December '07 as part of the MTV Switch campaign, their pro-social initiative to combat climate change. Local Theory developed every facet of the multiplatform campaign including; overall core strategy, design and launch of web and print components, in house cinematography and photography of print and video ads, creation of the mobile program, directing and producing the television program for MTV.