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LG
LG Text Ed with Jane Lynch

RAN IN: United States, Canada

CLIENT
LG Electronics MobileCommUSA

AGENCY
Alcone Marketing *Lead Agency

Luis Camano - CCO
Renata Cambauva - Art Director
Kevin Kleber - VP, Creative Director/Writer
Nick Rooth - Creative Director


LG-One

Brice Beckman - Writer
David Ficaks - Writer
Caroline Scott - Producer
Bryron Werner - Director, Photography
The Fleming Brothers - Directors


Merit/Andrew


SUMMARY

LG and Jane Lynch came together to begin a dialogue with parents about the dangers of mobile phone misuse. In the process, we created a cultural phenomenon that took on a life of its own and shattered our objectives - all, it should be said, with virtually no traditional media budget. While Mobile Phone Misuse is a serious problem, we believe that humor, in the hands of the right spokesperson, was a powerful tool to bring these issues to light and establish LG as the undisputed expert and educator in the field.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, PR

Audience: Families, New Audience, Teens (13-20), Mothers, Fathers

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: National

Language: English