LG: SEAFOOD AQUARIUM by Y&R Bangkok for LG

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LG: SEAFOOD AQUARIUM

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Industry Electronic Devices & Home Appliances
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Thailand
Agency Y&R Bangkok
Art Director Marcus Rebeschini, Somchok Kunjaethong
Copywriter Jon Chalermwong, Mr. Trong Tantivejakul, Parist Auttayatamavittaya
Producer Pannapa Donavanik
Photographer Fiftyone Bangkok, Jasda Trivittyanuruk
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Special Build Gold

Credits & Description

Type of Entry: Ambient
Category: Special Build
Title: SEAFOOD AQUARIUM
Advertiser/Client: LG ELECTRONICS
Product/Service: SOLAR DOME MICROWAVE
Entrant Company: Y&R THAILAND Bangkok, THAILAND
Advertising Agency: Y&R THAILAND Bangkok, THAILAND
Chief Creative Officer: Trong Tantivejakul/Marcus Rebeschini
Executive Creative Director: Jon Chalermwong
Art Director: Jon Chalermwong/Somchok Kunjaethong/Marcus Rebeschini
Copywriter: Parist Auttayatamavittaya/Jon Chalermwong/Trong Tantivejakul
Planner: Editor: Watchara Eamsangsai
Account Manager: Narong Chokpiboonkarn/Chotirot Rattanawaraha/Apiporn Kunakorn
Producer: Pannapa Donavanik
Photographer: Jasda Trivittyanuruk/Fiftyone Bangkok
Other Credits: Image Composer: Kae-Dad/Director: Panusard Thanachindawong/Production House: The Film Factory
Description of Ambient execution:
Objective
To launch LG SolarDom with its selling point: “The new microwave that can cook food faster.”.
Creative Solution
We create robotic-seafood in multiple varieties that you can cook in our microwave.
We selected one of the biggest department stores in South East Asia as the scene for our creative solution. This fish tank is located within the food court. We let Grilled Saba with Soya, Fried Mackerel and Deep-fried Shrimp swim like real fish in a tank inside the food court. With the headline - “Ready to eat. LG Solardom cooks food 4 times faster.” This clearly demonstrated our idea that the LG SolarDom can cook food faster so it’s like taking fresh fish out of a tank and eating it right away.
Results
The electronic section within the department store saw 60% increase in consumer inquiries.