LG MATTE BLACK - STAND OUT - creative direction/art direction/writer

When LG introduced a line of matte black appliances, we had our work cut out for us, since every other kitchen brand followed the same trend. To carve our own space in the category, we repositioned the product, no as a new finish, but as a new emotion.

Summit Award 2019: Gold - Online Campaign
Hermes Creative Awards 2019: Platinum - Platinum, Electronic Media / Social Media / Interactive Media / Video
W3 Awards 2019: Integrated Campaign

We did a few versions of video content depicting the "norm" and then revealing the "stand out". With this content and a bunch of social posts, an event, emails and a great url, we accomplished what we set out to do having an uptick in sales of 100%. We even had the use of LG's Time Square Billboard!

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