For the launch of Kit Kat Chunky in 2008, we needed teenage boys to think it’s cool.

So we showed up where no other brands would play, creating Australia’s first social campaign for the youths.

We created the fictional game of Chunga, and told the story of its champion Hans Fagerlund through an episodic mockumentary.

EPISODE 1: Meet Hans Fagerlund, World Chunga Champion

EPISODE 3: Welcome to the Chungadome. It’s time to get training and warm the body muscle.

EPISODE 5: Chunga rising moving up getting higher with new horizons for the next generation of Chungarians.

TRAILER: The rise and rise of Hans Fagerlund

EPISODE 2: His mother was from the East, his father from the West. A terrible badminton tragedy. These are the early years.

EPISODE 4: Barry Von Towerberg loses an eye.

We made Hans a real person that fans could chat to on Myspace, on the phone, and more.

Audiences could play multiplayer games of Chunga with other teens and Hans himself.