PING PONG

Spike

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TitlePING PONG
ClientNOKIA
Product / ServiceNOKIA N96 BRUCE LEE MOBILE
CategoryA04. TV - Best Use of Film Direction
EntrantJWT BEIJING, CHINA
Entrant Company:JWT BEIJING, CHINA
Advertising Agency:JWT BEIJING, CHINA
Production Company:JQK PRODUCTION HOUSE Beijing, CHINA

Credits

Chief Creative OfficerPolly Chu
Creative DirectorShankun Sun
CopywriterWei Huang
Agency ProducerLin Ma
Advertiser's SupervisorWeidong Yang
Account SupervisorDan Ingall
DirectorJingjing Zhu
ProducerJade Zhang
Art DirectorDechun Qiu

Brief Explanation

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