Peruvian mobile phone network, Movistar, was looking for a new way to connect with its consumers on July 28, Peru's Independence Day. Working with Y&R, they had already been seeding videos featuring moments of Peruvian passion -- a soccer victory, a particularly resounding rendition of the national anthem -- accompanied by the icons signalling network strength and the words "Connected with Peru."

But on the day itself, it replaced its own name with "Peru" where it mattered most -- on mobile phones where the carrier is usually shown, getting people to connect, literally, with the network that unites them.