Crème de la Crème


JWT Beijing


Bruce Lee Viral Campaign

Bruce Lee Viral Campaign

In 2008, Nokia decided to resurrect Bruce Lee. To mark the 35th anniversary of the film icon's death, a limited edition N96 tribute phone was produced. Its launch included a 10-second online teaser of 'secret', neverseen-before footage. One million views and 24 hours later, a full-length video was released - along with a second viral ad.

The campaign created debate - 'Is this the real Bruce Lee?' - and spread with lightning speed across China. The videos themselves tapped into a unique online 'dialect', perfectly suited to a tech-savvy audience.

The final results were extraordinary: more than 16 million views globally, 1.2 million unique visitors to the campaign site, and all stock cleared within five days. 'Earned media' estimates put the total at $3 million: a knockout punch.
- Video