Smart Thief Caught on Cam
When LG introduced the 55-inch OLED TV, the most remarkable feature wasn't the razor-sharp image quality or the great natural colours, but actually something you could hardly see: it was just 0.15 inches thick which made it the thinnest TV in the world.
To claim OLED as a technology LG asked us to create rumour around the introduction just before the international Consumer Electronic Show (CES) would take place. Since a lot of electronic brands use this moment to launch their new products with typical advertising campaigns, we decided to take a different approach.
Strategy, Concept, Creative Direction, Design, Content
Young & Rubicam
The fact that you can hardly notice LG'S OLED is a TV looking from the side, made us think they could actually have made it too thin. How could anyone resist themselves from just picking up such a beautiful slim television and walking straight out of the electronic shop?
A disruptive thought that led to a one-minute silent video in which we see a thief trying to outsmart the security cams. To spark the online discussion, we deliberately posted the video anonymously on YouTube without any clear reference to LG except for a well-placed poster in the shop window.
In 4 weeks
7.5+ million views
YouTube Trending Gold Medal
#1 Weekly Global Viral Ads Chart
Media Value €1,280,000
Production Cost €5,000