Maggi Fusian
The first Kung Fu movie written by the internet
The brief
Maggi Fusian had a problem. As a newcomer in the Asian noodle category, it had no personality to engage its Gen Y audience.
Our brief was to give the brand an identity that audience could relate to.
The idea
Gen Y is the meme generation, mashing up and LOLing about the things they like. So we let them tell our story the way they do best.
We bought a Kung Fu movie in Mandarin, broke it into episodes and let people write the English subtitles. Fans voted for their favourite clips, and the winners became the world’s first crowd-sourced Kung Fu film, Fists of Fusian.
Case study and the full movie
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