Elevator, So real it's scary by LG for LG

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Elevator, So real it's scary

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Industry Electronic Devices & Home Appliances
Media Ambient
Market United States
Agency LG
Director Jasper Bazuin
Creative Director Rene Klinkhamer
Art Director Silje Lian
Editor Fred Huergo
Released October 2012

Credits & Description

Advertiser: LG ELECTRONICS BENELUX
Agency: SUPERHEROES
Category: Viral Film
Advertising campaign: SO REAL IT'S SCARY
Editor: Fred Huergo
Post Production: Fred Huergo
Planner: Felipe Camara
Art Director: Silje Lian
Director: Jasper Bazuin
Sound Design/Arrangement: Sander Houtman
Creative Director: Rene Klinkhamer
Chief Creative Officer: Rogier Vijverberg
Agency Producer: Severien Jansen

Brief Explanation
Imagine stepping into an elevator, to see the floor drop into the shaft. Scary...LG was introducing a new series of IPS monitors. Our brief: to communicate the perfect lifelike picture quality of the new LG IPS monitors.We believed that the best way of communicating how lifelike something is, is by actually testing/showing how lifelike it is. We chose an elevator because of the universal fear of something going wrong in it. 'Imagine it happening to you'. So we kitted out an elevator floor with a grid of nine IPS monitors. Would unsuspecting office workers believe the floor was falling out from beneath them?