LG | Friendliest Person in the World | Global

The ‘Friendliest Person in the World’ campaign will begin in Europe. LG has developed easy-to-use applications for the smartphone, which is the first Android-driven handset. BBH has created friendly ‘LG Appets’ (or puppets) comprising SNS, Qwerty and Face Recognition applications to underscore the concept of ‘user-friendly’.

Chang Ma, VP of the marketing strategy team at LG Electronics Mobile Communications Company, explained that one of the biggest challenges nowadays is to satisfy the lifestyle needs of the younger generation. To meet the demand for constant connectivity, LG is investing heavily into the sophistication of their handsets and especially in mobile social networking.

The campaign will run across TV, print and digital. The TV ad is reminiscent of Seasame Street, with cheerful dance choreography and written lyrics bouncing along the bottom of the frame. The protagonist, presented as an everyday Joe, is able to stay connected and expand his social circle with the new LG GW620 mobile model. “He is sent timely social networking updates, connects with his social circle in a lively a song and dance, and effortlessly becomes the friendliest guy on earth,” said Kelly Pon, associate creative director at BBH China.

“The LG Appets are central to the LG Smartphone campaign as they represent phone features in a very personal way. These latest additions to the LG Appet family exude a sense of fun, and demonstrate how LG Smartphone’s easy-to-use applications help you stay in touch with your social community,” added Joanne Liu, account director at the agency.

This is said to be the third global campaign themed around ‘Life’s Good’ by BBH China. The agency was previously responsible for LG Electronics Mobile Communications products LG GM730 and LG Chocolate.





Credits:
Project Friendliest Person in the World
Client LG Electronics
Creative agency BBH China
Executive creative director Johnny Tan
Creative director Kelly Pon
Producer Krystie Koh
Planner Vicky Keithroach
Production company Backyard L.A.
Director Rob Pritts
Editor Leong Beng Wee
Editor supervisor Damien Yang
Exposure Television, print