NOKIA N96: PING PONG

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Released:	June 2009
Advertiser:	NOKIA
Brand name:	NOKIA N96
Agency:	JWT
Country:	China
Category:	Home electronics & audio-visual
Awards:	Cannes Lions 2009 Film Silver
Tags:	Cannes Lions 2009

Credits:

Type of Entry: Other Film Content
Category: Internet Film
Title: PING PONG
Advertiser/Client: NOKIA
Product/Service: NOKIA N96 BRUCE LEE LIMITED EDITION
Entrant Company: JWT BEIJING, CHINA
Advertising Agency: JWT BEIJING, CHINA
Creative Credits
Chief Creative Officer: Polly Chu
Creative Director: Shankun Sun
Copywriter: Huang Wei
Agency Producer: Ma Lin
Advertiser's Supervisor: Weidong Yang
Account Manager: Patrick Yap
Account Supervisor: Dan Ingall
Production Company: JQK PRODUCTION HOUSE Beijing, CHINA
Director: Jinjing Zhu
Producer: Jade Tang
Art Director: Dechun Qiu
Post Production: Wang Yu
Details
Brief Explanation:
2008 marked the 35th anniversary of Bruce Lee's death. As a tribute, Nokia launched a Nokia N96 Bruce Lee Limited Edition. This is the story of how a China-only campaign started a wildfire on the net globally, selling product and giving the Nokia brand a serious hit of cool in the process. Our Task: Attract Bruce Lee fans to buy the premium-priced Nokia N96 Bruce Lee Limited Edition. Creative 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, generating hot discussion amongst netizens, "is this real Bruce Lee?”, “real or fake, this viral is great!". Launch: 2 days later, we released a full length version followed by a second viral video.