Title | PING PONG |
Brand | NOKIA |
Product / Service | NOKIA N96 BRUCE LEE MOBILE |
Category | A04. TV - Best Use of Film Direction |
Entrant | JWT BEIJING, CHINA |
Entrant Company: | JWT BEIJING, CHINA |
Advertising Agency: | JWT BEIJING, CHINA |
Production Company: | JQK PRODUCTION HOUSE Beijing, CHINA |
Credits | |
Chief Creative Officer | Polly Chu |
Creative Director | Shankun Sun |
Copywriter | Wei Huang |
Agency Producer | Lin Ma |
Advertiser's Supervisor | Weidong Yang |
Account Supervisor | Dan Ingall |
Director | Jingjing Zhu |
Producer | Jade Zhang |
Art Director | Dechun Qiu |
2008 marked the 35th anniversary of Bruce Lee's death. As a tribute, Nokia launched a Nokia Bruce Lee Limited Edition phone. Task: Attract Bruce Lee fans to buy the premium-priced Bruce Lee Limited Edition. Idea: Bring Bruce Lee back to life. How: Teaser: we seeded a 10” viral teaser video of secret, never-see-before footage. Within 24 hours, it received over 1,000,000 views. Launch: 2 days later, we released a full length version followed by a second viral video. The viral created a wildfire. Results todate: - 16+ million views globally. All online stock was ordered in less than 5 days