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.

Involvement

Strategy, Concept, Creative Direction, Design, Content

Client

LG

Team

Young & Rubicam

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LG OLED tv

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. 

Case Study

You can visit the original YouTube video here

1/7

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

LG laptop

Online Film
Gold

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Clio Awards

Promo &
Activation
Gold

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Cannes Lions

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Cyber
Silver

Cannes Lions

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Online Film

Gold

ADCN

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Commercial

Silver

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ADCN

Activation
Silver

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ADCN

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Cyber
Silver

London Int. 

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Viral
Marketing
Bronze

NY Festival

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