Anthropologist and documentary filmmaker Sir Gerald Waters attempts to debunk the native Altoidian fable of the fruit bat, but discovers that the mythical beast is all too real.

Three thirty second documentary film snippets were launched in sequence, playing extensively and exclusively in cinema, and directed viewers to “discover altoidia.com”. Shortly thereafter, www.altoidia.com went live, featuring the complex, richly detailed, and wonderfully bizarre story of Sir Gerald Waters’ discoveries and experiences, as told through his journal, drawings, online games, still photos and diorama recreations. At this point, as we hoped they would, the films were picked up and went “viral” on the internet. Finally, the campaign is sustained through the use of print, which functions as stand-alone advertising, yet also drives consumers back to the web site.