My cell phone stores personal and business contacts, my calendar, messages, notes, important applications, photos and video clips. What if I lost it and someone else found it, and decided to take a peek? He could browse through a big part of my life.

Nokia’s new campaign Somebody Else’s Phone plays with that idea. It invites people to explore the lives of three characters “in intimate detail, in real time” – and promotes the Nokia 7610. What’s really interesting about the site, which runs in 10 different languages, is that during the campaign, the characters’ storylines actually evolve through a 24/7 feed of content across three time zones for 6 weeks. The site promises to fuse scripted content with real life audience interaction – the characters have their own Facebook pages (“of course” and users can even call or text the characters directly (which leaves me with the question “how do the characters answer the calls or reply to the messages, when they’ve lost their phones?”)

In addition to the Web, the campaign, created by “Just Do It” Wieden+Kennedy’s London office, incorporates TV, radio, outdoor and print. In a lot of ways, the span of the campaign sounds like an (interactive) advertising creator’s wet dream. Of course, the three characters on the site are all young and sexy. Who would be interested in browsing through the old and clunky Blackberry of some dull accountant?