When better tech
inspires a better life 💫

The Spark

CES is like the Super Bowl for gadgets, but LG decided to ditch the playbook. Instead of rattling off specs, LG wanted to shift the focus to how their products seamlessly enhanced everyday life. How? Through an immersive experience that invited viewers into a world elevated by LG innovation.

The Idea

 LG rolled out a series of cinematic short films starring their latest products. These weren't about buttons and features; they were about transforming everyday moments into something smoother, smarter, and a whole lot cooler. This engaging format was designed to resonate emotionally and spark viewers' imaginations. The campaign was amplified on social media and featured music star John Legend, adding celebrity buzz and expanding reach beyond tech enthusiasts.
 

The Flex
The campaign went viral, garnering over 30 million YouTube views and becoming a standout hit amongst other CES videos that year. This success proves the power of experiential marketing that prioritises human connection over tech specs.