Cannes Lions
HS AD, Seoul / LG / 2016
Overview
Entries
Credits
Description
Although the return of lost treasures from the age of colonization is essentially impossible, LG OLED TV cooperated with the public broadcasting station, KBS and the National Cultural Heritage Administration to bring back hyper-realistic imagery of Korean artifacts currently residing in museums around the world. Taken by Stereoscopic 3-dimensional videos, these artifacts were exhibited in Korea through lifelike displays of LG OLED TVs.
Execution
(1) LG OLED TV cooperated with the public broadcasting station, KBS and the national Cultural Heritage Administration combined to film Korean cultural artifacts residing in museums around the world. (France, United Kingdom, Russia, Germany, United States of America, Canada, Japan)
(2) 2015 October 28th to December 27th
: These artifacts were exhibited at museums in Korea in digital form. They returned from overseas, through the astonishingly lifelike stereoscopic 3-dimensional images displayed on LG OLED TVs.
(3) 11 documentary episodes about these artifacts were produced and aired by KBS.
Outcome
Post-exhibition, LG OLED TVs experienced a 50% boost in sales. This bolstered its image as the people’s brand. KBS tv subsequently produced 11 documentaries on the history of each of the artifacts. Through other activities in various media, 2 million Koreans were able to retrace their nation’s heritage once more.
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