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LG Styler experiential + print

THE BRIEF: In order to get floor space with retailers, LG had to first show that consumers were interested in the LG Styler. Because you're curious, the Styler is a high tech clothing locker that steams your clothes to remove odors and wrinkles. The strategy team learned that the Styler is popular in South Korea, so Korean expats and Korean Americans were microtargeted. That meant Korean publications, websites and — most importantly — Korean shopping malls. Tactics were wide open, but had to include print and some kind of activation. : : : THE SOLUTION: Using nothing more than water, the Styler miraculously removes odors from clothes, so they smell like, well, nothing. We proposed placing fragrance ladies and men in Korean malls armed with bottles of distilled water masquerading as perfume to dazzle shoppers with the amazing fragrance of pure, perfect nothing.

Project Roles
Copywriter, Creative Director
Copywriting, Design
Interactive Installations, Magazines, Retail Designs
Project Industries
LG Styler experiential + print
LG Styler experiential + print
LG Styler experiential + print
LG Styler experiential + print