How to warn people? The classical approach: show the pain of wrongdoing. To make people aware of setting off fireworks safely, we took a different approach - with explosive success.

In four clips, (fictional) Chinese fireworks maker Li-Kung Lee showed how to let off fireworks safely. Clips were shown on Lee’s site, videobanners lead people to Lee and Google-searches with terms varying from 'firecracker' to 'Panzerfaust' showed a Lee ad.Lee got a profilepage on Hyves, the Dutch MySpace. And in the last days of 2006, Lee appeared on MTV to wish eve-Lee-body much happiness in the Year of the Pig.