2008 marked the 35th anniversary of Bruce Lee’s death. As a tribute to the legend, Nokia launched the Nokia N96 Bruce Lee limited edition. Our task was to encourage Bruce Lee fans to buy the premium priced Nokia N96 Bruce Lee limited edition. The creative idea was to Bring Bruce Lee back to life. We seeded a 10” viral teaser video of never-seen-before footage. Within 24 hours, it had received over 700,000 views and generated hot discussions among netizens, from ‘Is this real Bruce Lee?’ to ‘Is this Kung Fu real or fake?’. Two days later, we released the full length version and after that another viral video. The viral spread quickly on all video sharing websites. The campaign captured attention around the world, creating a Bruce Lee wildfire on the net. At the same time, it drove consumers from the web to Nokia stores to experience the phone for real. To date, the videos have attracted over 12 million views. The legend of the Nokia N96 Bruce Lee limited edition lives on...