It's horrible when you're decribing a project that was really truly ground breaking at the time. But now it sounds like a really boring generic piece of marketing fluff. But cast your mind back to the days BYT (before YouTube), when video on the internet wasn't as common as text, and you might be able to get why this project was interesting...

The Orange Paper Film festival was set up to celebrate creative film making on mobile phones

A panel of celebrity judges was formed to award the prestigious Palm de Papier.

Paper models were available to print and cut-out, as well as being distributed through magazine inserts and retail. These cutouts gave people the characters and props to create their own masterpieces.

We developed an online editing tool that would enable people to edit their creations into longer form movies as well as adding credits, soundtracks, etc.

As well as getting a decent amount of quality entries the showcase of films generated high levels of traffic and awareness of Orange's Video Messaging product.

Job done. Fun had.