LG | LG Mini Putpocket | Global

Seven hidden cameras are set around a square in Buenos Aires. The project hires ten people and simply brief them to wonder around the square without knowing the purpose of the project.

A ‘putpocket’ (as the creative agency BBH China calls it) then secretly places a LG Mini phone into each person's pocket. The commercial is a showcase of their reactions when all the mobiles ring simultaneously.

The creative team explains the idea behind the campaign is not to inform consumers of the gadget's features, but to ‘surprise’ and let them discover the slick and compact new model themselves. The LG Mini is only 3.2 inches long

"LG is probably the only brand that has a logo that winks and smiles at you - much like the product's philosophy,” said Johnny Tan, executive creative director of BBH China.

BBH has worked with LG on developing new campaigns since 2008. Their latest collaboration is the ‘Friendliest person in the world’ campaign for LG GW620 and a movie collaboration ad with Avantar for LG Chocolate BL40.




Credits:
Project Putpocket
Client LG Electronics Mobile Communications
Executive creative directors Johnny Tan, Steve Elrick
Art directors Andy Brittain, Kat Bojcuk
Copywriters Yu Kung, Steve Sorec
Producers Krystie Koh, Bettina Feng
Account servicing Joanne Liu
Planner Vicky Keithroach
Production company RadicalMedia
Directors Pete McCoubrey, Luke McCoubrey
Producers Gregg Carlesimo, Samantha Storr
Post-production company Black Magic
Exposure Telelvsion