Maggi Fists of Fusian

The first interactive Kung Fu movie where you call the shots. The campaign was designed to provide an ‘Always On’ digital presence for the brand, and go beyond the ‘Like’ to forge an enduring link between consumers and the product. We created the first interactive Kung Fu film where fans write the subtitles, choosing what the characters say and shaping the direction of the movie.

Each month we released short scenes in the original language and, using the application to caption each scene, fans decide what the characters were saying. People voted for their favourite subtitled scene and the one that was judged the best each month got incorporated into the ‘official’ movie storyline. The winner received a years supply of FUSIAN noodles, and was also in the running to win one of two trips to Vietnam.