The Brief: Create a viral campaign which generates user curiosity to explore the MPx mobile phone, based on two USPs: portrait and landscape operating modes; and synchronisation between PC and MPx.Target audience: 25-45, Fire-Breathing Achievers and Nouveau Tech-savvy.Components: Email / viral animation.Marketing objectives: Drive to product experience website and create product awareness.The Challenge: Create immediate interest to email users within an overly-spammed environment. Also deliver MPx Pocket PC as the master of mobile phones.

The idea: The Books of the Invincible - two short animations about a Kung Fu master teaching his stupid student two special Kung Fu moves. Book one: Power Splits. Book two: Synchronisation Theory.