In 2006, Nokia and agency FarFar created Pjotro, this is what they had to say:

In order to create some buzz before the release of the Nokia N91 music phone we created a somewhat odd character by the name of Pjotro. He loves music so much that he became music. A viral clip of his brake through performance on tv led to a site where you could explore his background and test his greatest innovation: The Musical Suit. A totally viral campaign with no media back up.

With success and a number of awards including Cannes Lions, the campaign is back again in 2007 for what we presume are follow up models of the Nokia music phones. This time however, Pjotro has been joined by human beat box DJ eFFeX in what has been called the “The battle of music”. Aside from it taking a little long to load (perhaps my connection was poor), the flash video and interactivity is intriguing. You don’t necessarily have to be a beatbox or electronic music fan to appreciate the work, I was eager to show it to everyone in the office. I guess this was the intention and a sign it has the elusive traits of effective viral.

The object is to pick between Pjotro or DJ eFFex in a “who is more music” challenge. I was a little bias towards Pjotro and his funky moves, and who can resist that that snappy music suit. A great example of work.

Check out the campaign here. Or you can check out the original demo by Pjotro in his quest to become music.

Thanks Eddie for the heads up!