Fngrz Of Fury
- Brand
- Orange UK
- Year
- 2009
- Objective
- Engagement
- Industry
- Tech & Telecom
- Platform
- Web
- Agency
- Playerthree
Objective
Orange relaunched its long-running Gold Spot cinema campaign in 2009, moving the brief from Mother to Fallon and extending it into digital for the first time, through Poke. The film's 60-second Fngrz of Fury spot introduced "Text-fu" as a mock martial art built on speed-texting, and the game was built to keep that joke alive after the lights came up — giving viewers a reason to play, win, and pass it on, while tying the Orange brand to the everyday act of sending a text. It sat inside the wider Orange Film Studios hub, where ringtones, games and wallpapers spun off from each spoof trailer to hold audiences on the brand's cinema turf.
Solution
The game casts the player as a new student of sifu Mr Dresden, training alongside the film's hero Eliot to master text-fu — the art of typing under pressure. Play unfolds as a string of duels against five punningly named rivals, among them Cow-Bai Moo and Dragon Char Grill, who taunt the player with a line of text instead of throwing a punch. The player has to type that line back, fast and without a mistake, before their opponent lands theirs, and the phrases get longer and thornier with each match. Clearing a level earns a martial-arts belt, which the player can post straight to Facebook to show off their rank. The whole fight club runs inside the faux promo site Poke built for the non-existent film, sitting alongside the rest of its fake marketing rather than standing apart as its own destination.
- 1
The game lives on a fake movie-promo site built as a tie-in to a TV ad: it presents "Fngrz of Fury" as a real film and offers the game as official promotional material.
- 2
The ad's director character introduces the game as a trainer, framing the player as a student learning to coach a fighter in "text-Fu," a martial art built around fast texting.
- 3
Each match pits the player against an opponent in an exchange of typed taunts: a phrase appears on screen and the player must type it to respond.
- 4
Typing speed and accuracy determine how the exchange goes, rewarding fast, accurate texting over any other input.
- 5
The taunts grow longer and more complex as the player advances, raising the difficulty in step with tougher opponents.
- 6
The player faces five opponents in sequence, each with a punning name, defeating one to move on to the next.
- 7
Clearing levels earns the player martial-arts-style belts that mark rising rank.
- 8
The session ends with the player able to post their earned belt to Facebook, sharing the result with friends outside the game.
