LG Outdoor Bring Cinema Home by Tonic Sydney

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Bring Cinema Home

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Industry TV
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Australia
Agency Tonic Sydney
Creative Director Alan Crowne
Art Director Melba Gounas
Copywriter Gareth Fitzpatrick
Production Looper Films
Director Daniel Jameison
Released June 2017


AME Awards 2018
Product & Services Electronics, Consumer AME Gold Medallion
Use of Medium Guerrilla / Alternative Media AME Gold Medallion

Credits & Description

Category: Electronics, Technology
Media: Experiential
Brand: LG
URL: http://www.lg.com/au/bringcine...
Agency: Tonic
Geo: Australia
Advertising Agency: Tonic, Sydney, Australia
Creative Director: Alan Crowne
Art Director: Melba Gounas
Copywriter: Gareth Fitzpatrick
Production Company: Looper Films
Director: Daniel Jameison
Producer: Marcel Varnel
Photographer: Kim Kimberly Low
Published: June 2017
For the launch of LG’s 2017 range of OLED and SUPER UHD TVs, LG Australia briefed their agency Tonic to develop a high impact integrated campaign challenging Australians to experience cutting edge advancements in TV technology for themselves.
Going up against big brands such as Samsung and Sony, LG needed an innovative and motivating communication strategy that both challenged and educated the consumer in an entertaining way. With both TVs representing a major leap forward in picture and sound quality, Tonic and LG agreed that the campaign should focus on the amazing cinematic experience they would bring to Australian homes.
The campaign was driven by the call to action, ‘BRING CINEMA HOME’ and launched in Sydney’s CBD with the construction of a highly realistic pop-up cinema and the promise of an unforgettable red carpet experience for visitors. Social posts in the days leading up to the event encouraged people to pay the cinema a visit and share their experiences online.
On the day, a promo team dressed as ushers handed out popcorn and flyers and directed people to their seats inside the cinema. A short screening then focused attention on the cinematic qualities and new technology built into the OLED and SUPER UHD TVs. After each performance, viewer’s candid, unscripted responses were filmed in preparation for a TV campaign and online content.