With the help of choreographer and Tony Award nominee Joshua Bergasse and Jim Henson Puppet Workshop graduate Michael Schupbach, we brought a Broadway production to the streets of New York.

In the heart of Times Square, two rival gangs of clothes, the Delicates and the Regulars, led by giant 16-foot tall puppets, squared off in a battle for the ages. They kick and punch, duck and jump, because they have never gotten along.

At the site of LG’s TwinWash 22-foot tall washing machine that has two separate washing units, the conflict comes to a surprising end. The two rivals slip into the separate washing units, peacefully separate, but washed at the same time.

The LG TwinWash was announced at CES in January 2015 to critical acclaim, touted as the washing machine that stole CES. While it received significant attention at the show, the product wasn't slated to launch until December of 2015. In order to recapture and build off the momentum from months ago, the team had to launch the campaign in a larger than life way. What better place than the biggest stage in the world than New York's Times Square. Right off Broadway, LG re-introduced the world to the TwinWash with a larger than life production — a performance worthy of broadway, with larger than life puppets we demonstrated the power of dividing and conquering your laundry. We had teased the campaign along with the TV commercial on social media days before, then in realtime broadcasted the event on social to all those who couldn't attend in person.

Big puppets gave us big results: The launch event featured six performances in Times Square in early November. The performances were seen by over 80,000 spectators, there were over 6-million impressions on Facebook and Twitter, and 345-million media impressions. Several news outlets picked up the performance including Entertainment Tonight and The Rachael Ray Show. Consumers learned about the LG name and its newest innovation.