In February 2014, LG launched their new curved OLED-TV, touted as the thinnest televisions on the market.

We realized that leading Nordic tech magazine, "Sound & Vision", also happened to be 4 mm thin – exactly the same thickness as the television itself.

A coincidence leading to a perfect media placement, and a unique product demonstration, on the magazine's spine.

Instead of launching a complicated campaign over numerous channels, spending millions of dollars, we decided to let the one simple single media placement – the first of its kind – become a campaign in itself. Never before have a 4 mm thin magazine spine become so liked and shared.

The image of the ad media placement became a viral success and spread globally to over +6.300 influential blogs and newspapers.