In the spirit of “any brief can turn into something” - Sprint asked for an in-theater “Quiet Please” ad which resulted in a pioneering way to merge the power of Social, Film and Phone to create an entirely new cinema experience.

If your phone could truly "sleep," what would it dream? For Sprint's new interactive cinema experience we posed this question to moviegoers and encouraged them to turn off their mobile device in exchange for a custom mobile "phone dream."

The experience begins with a PSA that directs people to text the word "dream" to 60602 before putting their mobile phone to sleep or shutting off the device.

When the mobile phone is "awakened" after the show, users will find a text prompt asking them to opt-in via Facebook. After opting-in, users immediately receive access to a personalized video dream sequence revealing what their mobile devices has been “dreaming” about while it was sleeping.

The "phone dream" content is pulled from the moviegoers’ facebook activity, photos, and interests, and the dreams can be shared via Facebook, Twitter, and other social networks.

Sprint reports that they have been getting up to 900 downloads an hour. Apparently, there are lots of sleeping phones at the movies these days. And I'm happy to share that the media and bloggers have picked up on our idea and have had some nice things to say about the project.

VP, Creative Director: Mark Moll
VP, Creative Director: Michael Boycheck
Freelance Creative Director / Ideator: Tom Gilmartin
Freelance Creative Director / Ideator: Scott Stripling
Agency: Leo Burnett /Digitas
Production Company: United Visual Artists/London