| 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