Over the years, LG Household Appliances have been running three separate ‘brand’ campaigns for three unique sectors: Clothing Care, Kitchen Appliances, and Air Solutions.

In this brief, the client wanted to bring all three sectors together, telling a cohesive story which both detailed the product benefits and appealed to a demographic of eco-conscious, purpose-driven consumers.

To achieve this, we created a miniature world where the benefits of LG could be told in a concise story. To echo LG’s brand ethos as a sustainable brand, the miniature world we created was 100% sustainable.

The production approach combined CG animation and scale models, simulating a stop-motion film made with clay puppets.

We achieved our desired style by building the sets as physical models, and shooting the plates around them, including the live action hand, in real time with a robotic motion control system.

Those same camera moves were imported into the 3D animation software, where the digital elements were added to the scene: the characters, rendered with realistic textures simulating clay, felt, fabric etc., and the LG appliances, which were also modeled with a highly realistic finish.

The collection of :90s, :30s, :15s and :06s spots were leveraged across social, digital OOH, OOH, site and experiential placements. The work had reach across the UK, Spanish, French, Italian, Polish, Vietnamese, Mexican, Saudi Arabian, Indonesian and Italian markets - all together garnered 12.5 billion impressions worldwide.

LG found new success in bringing all of their individual business units together under one umbrella - giving a unified voice, look and feel to their work not only across all appliances but also across all local markets. The campaign also helped LG push as a brand to advocate and set an example, both internally and externally, for production and set sustainability. The milestone as a 100% sustainable set has set a new standard.