LG puts the tech in the background
For the brand's latest Life’s Good campaign, TBWA\Chiat\Day NY and director Fenn O’Mealley throw the focus on human moments that are aided by tech rather than led by it.
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Credits
View on- Agency TBWA Chiat Day/New York
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- Director Fenn O'Meally
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Credits
View on- Agency TBWA Chiat Day/New York
- Director Fenn O'Meally
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Credits
powered by- Agency TBWA Chiat Day/New York
- Director Fenn O'Meally
We're used to tech companies offering up their products as the grand solution to life's problems, but for its latest Life's Good campaign, LG have taken a different tack.
Placing the gadgets firmly in the background, Free up your mind instead turns its attention to the lives it assists; TBWA\Chiat\Day NY's making a conscious shift from product features to human impact.
Key to the success of the concept is both the casting of a genuine family, providing delightful unscripted moments, and filmmaker Fenn O’Mealley's delicate direction lending a wholesomely authentic (albeit idyllic) edge.
