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, "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.