LG's Laundry Monster - A Campaign Worth Millions

The Challenge: The market for washing machines
is a battlefield where brands launch
price wars and spec wars against one
another, how can we give LG washing
machines a story that resonates
louder than prices and specs?

The Idea: We gave life to the Laundry Monster, and a
voice to declare LG washing machines as
the nemesis that threatens to turn laundry
monsters into an extinct species.
The campaign was transformed into a
play, whose characters are LG washing
machines, Laundry Monsters, and an
influencer. The exchange of comments
and reactions was the dialogue of the play.

See, it went like this... To take LG to the high grounds above all other competitive brands, we needed to wrestle the mightiest to the ground, and make a spectacle of it.

So, we picked a fight...with the ultimate villain, one that lives in every house, all around the world...
The Laundry Monster.

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We were able to make a story, the talk of town.