O2 Telefonica "Neon" mobile tariff: The Maria Project (http://www.mariaproject.com)

This mini-film and accompanying website (http://www.mariaproject.com) uses a parody of "B" zombie films to promote the "talk all you want" flat rate tariff from O2. THEM.CZ took the color and other brand elements and used them to create something completely unexpected - a parody of a b-movie starring the "Paris Hilton of the Czech Republic" and mobile phone battery eating zombies. The end result was a 25-minute film which was screened at a Prague cinema and hosted online. The campaign was supported by PR and various other actions.