LG Design & Branding MAKING FACES by Y&R Dubai

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Creative Director Shahir Zag
Copywriter Kalpesh Patankar, Parixit Bhattacharya
Photographer Ralph Baiker C, Allen Dang - Wizard Photography
Released December 2009

Credits & Description

Category: Posters
Agency: Y&R DUBAI
Date of First Appearance: Dec 22 2009 12:00AM
Chief Creative Officer: Shahir Zag (Y&R Dubai)
Executive Creative Officer: Komal Bedi Sohal (Y&R Dubai)
Creative Director: Shahir Zag (Y&R Dubai)
Creative Director: Parixit Bhattacharya (Y&R Dubai)
Creative Director: Kalpesh Patankar (Y&R Dubai)
Art Director: Kalpesh Patankar (Y&R Dubai)
Art Director: Parixit Bhattacharya (Y&R Dubai)
Copywriter: Parixit Bhattacharya (Y&R Dubai)
Copywriter: Kalpesh Patankar (Y&R Dubai)
Photographer: Wizard Photography
Photographer: Ralph Baiker
Retoucher: Lee Sin Eng
Retoucher: Tan Kee Hong
Retoucher: Liong Khoon Kiat
Account Director: Daymonde Marks (Y&R Dubai)
Head of Planning: Nadine Ghossoub (Y&R Dubai)
Account Manager: Uday Desai (Y&R Dubai)
Marketing Manager: Sukhpreet Singh (LG Electronics)
Media placement: Posters - In-Store LG Dealer Showrooms And Distributors. - 22/12/2009

Describe the challenges and key objectives
The camera detects 16 faces under any condition. It is a first for a camera in a mobile phone. The challenge was in presenting Face Detection in a new light.

Describe the brief from the client
LG wanted to promote its mobile phone, Viewty Smart by highlighting the face detection feature in the camera.

Describe how you arrived at the final design
Since Face Detection is not a new feature in cameras we needed to find a surprising way of presenting the same. So each ad in the campaign featured 16 faces made by people and elements around them.

Give some indication of how successful the outcome was in the market
The ads enticed viewers into finding the 16 faces as some of them were more cryptic than others. Thus making sure people spent more time with the idea.