In times of endless stimuli and countless impressions the attention of consumers is hard to get hold of. In these times a world in black and white is eyecatching, first and foremost on the Internet. The www was never seen this way before. We transferred pixel after pixel into black and white, the only colours which are essential for our message. On days carefully chosen we changed the Internet into a black and white LG chocolate world and we challenged the target group to participate in a black-and-white video contest.

The visual impact of the ‘Black-and-White World’ had an instant effect on advertising recall (up 130%), while unprompted brand awareness grew by 3 percentage points. The phone was perceived as outstandingly cool and chic, while the contest attracted interest from half of all portal-users and a correspondingly high number of submissions.