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LG Signature Collection

THE BRIEF: The LG SIGNATURE collection of appliances and electronics is the true height of innovation. No joke. It is truly exquisite. The refrigerator alone makes me want to renovate my kitchen. Yet few people know about it. This project was LG stepping boldly into an ultra-premium category it had never played in before, so we had to craft a whole new voice and story. : : : THE SOLUTION: LG SIGNATURE refrigerators, air purifiers, televisions and the rest of it are more than just pretty. They're workhorses. Wouldn't it be nice if everything in life worked so beautifully? And that became the campaign

Project Roles
Copywriter, Creative Director
Skills
Copywriting, Creative Direction, Design
Media
Billboards, Magazines
Project Industries
Luxury, Technology
LG Signature Collection
LG Signature Collection
LG Signature Collection
LG Signature Collection