LG

Café OLED

LG needed to drive awareness and sales for their OLED TVs while also addressing the ongoing confusion between LG’s OLED and Samsung’s QLED TV technology.

Create an immersive experience that would place consumers in a rich environment filled with colors to highlight the strongest and most visual selling point of the LG OLED: vibrancy of colors agains the ‘perfect black’ of the TV.

We partnered with the Pantone Color Institute, Amirah Kassem (Founder of Flour Shop), and digital artist David McLeod to help convey the importance of colors in life through a pop-up experience called Café OLED.

The association with Pantone Color Institute created immediate cultural relevance as they released their trending summer colors in conjunction with the café. Amirah Kassem’s fame driven further by her book launch, coupled with David McLeod’s unexpected digital art showcase on LG OLED TVs highlighted the TVs purest colors and also let people taste them.

Multidisciplinary artist David McLeod created unique looping animations for each of the 4 featured Pantone colors of summer: Aspen Gold, Pepper Stem, Pink Peacock, and Turmeric.

I worked with the Creative Tech team to build an interactive display that tracked a person’s movements and revealed color cards to create a reflection. Captured images were turned into branded event souvenirs for the attendees.

179 total placements including Bloomberg Food & Wine, The New York Times, Fortune, Quartz, ADWEEK, and AM NY.

Social media impressions were 54x benchmark.

Onsite attendance exceeded by nearly 100%.

Campaign social content drove 1654 clicks to lg.com indicating a direct link to purchase.