Showcasing the partnership between technology and art
New Consumers | Brand awareness
LG wanted to increase awareness of its brand as elegant and performance-driven, particularly in the brand story of its new LG SIGNATURE collection.
A short film and ad feature, following Herman Cornejo of the American Ballet Theatre, formed the focal point of the campaign. Through a wellness-focused approach, the campaign explored the relationship between elegance and performance.
The cross-platform partnership was a visual and narrative campaign that focused on the discipline, craft and beauty of dance.
Services this project covered
Through LG’s sponsorship of American Ballet Theatre, CNN used the opportunity to create a unique and interesting brand story of engineering and art to showcase LG SIGNATURE.
We created a campaign deliverable across TV and digital, complemented by social posts that drove traffic to the native ad hub. The visual and narrative treatment of the native ad page focused on the discipline, craft and beauty of dance that resonated with the Luxury Consumers among CNN audiences. The native ad page hosted content that emphasised the role of air, atmosphere and environmental experiences.
The Labor of Love
The Similarity of Opposites
WarnerMedia's social intelligence platform, Launchpad, utilised targeting data from CNN data and insights to reach the most engaged audience, Premium Lifestylers, and distributed content on Facebook and YouTube to drive traffic towards the digital hub.
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