LG SCREENS: LG FIVE

Credits:

Type of Entry: Environmental Design
Category: Environmental Design: Semi-Permanent
Title: LG FIVE
Advertiser/Client: H.Y. GROUP
Product/Service: LG SCREENS
Entrant Company: SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Design/Advertising Agency: SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Creative Credits
Name Company Position
Kobi Barki Shimoni Finkelstein Draftfcb Executive Creative Director
Liat Tzur Shimoni Finkelstein Draftfcb Creative Director
Dafna Orner Shimoni Finkelstein Draftfcb Art Director
Maayan Karniel Shimoni Finkelstein Draftfcb Copywriter
Oshik Rushinek Shimoni Finkelstein Draftfcb Executive Account Manager
Meytal Swisa Shimoni Finkelstein Draftfcb Account Supervisor
Tali Bendaat Shimoni Finkelstein Draftfcb Account Manager
Roy Kisch Shimoni Finkelstein Draftfcb Interactive Manager
Shimi Kuperly Shimoni Finkelstein Draftfcb Flash Designer
Emanuel Raz Shimoni Finkelstein Draftfcb Production
Boaz Meiri Production
Maya Dvash Curator
Ami Drach/Dov Ganchrow/Yossi Karni/Daniel Rosenthal/Sam Lifshitch/Doron Oryan/Er Designers
Details
Brief Explanation:
1. To find an original and stimulating way for people to engage with the LG product (screens), the product experience (a digital experience) and most importantly, the brand, by integrating the product into the format of a ‘popular’ culture exhibition. 2. To position LG as a brand leader with something meaningful to contribute to popular culture. 3. To find an exhibition space that would complement our main idea - the virtual vs. real debate.
Describe the brief from the client:
Having achieved number one position in terms of sales and share, the LG Screens division was looking for a way to demonstrate brand leadership.
Description of how you arrived at the final design:
We asked five leading product-design groups to go outside their comfort zones. Instead of asking them to design a product, we gave them the LG screen as raw material and challenged them to create an experience around it. The idea was to provoke the general public to re-think their relationship with screens and the way that they blur the boundaries between the ‘virtual’ and the ‘real’. The result was "LG Five" a free exhibition featuring five diverse installations in five ancient spaces, aimed at provoking the general public to re-think their relationship with digital screens, and ‘virtual’ and ‘real’ experiences.
Indication of how successful the outcome was in the market:
• Our viral e mail campaign drove people to register at the LG Five mini-site, resulting in the 3-day exhibition selling out in advance with over 8,000 visitors. • Our 'virtual vs. real' critique generated substantial PR coverage in press, magazines and national TV reaching an audience of 1.5 million. • The buzz caused major galleries to ask to stage the exhibition, further increasing its exposure. • Placing the LG brand within the world of pop-culture gave the brand a new level of substance, interest-value, and enriched imagery. Post-campaign research showed the LG 5 Event had succeeded in causing a favorable shift in brand image and product perceptions: There was a significant improvement in the perception of the quality of LG screens (4.24 out of 5) and its design.