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.
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 Designersvia www.coloribus.com