Huge Reimagines Authencity for LG by Capturing Real Life Stories
In partnership with Huge, LG Electronics will be launching a new campaign called ‘This is Real’ for its new flagship smartphone, the LG V30.
All of the people featured in the videos are real – from a hearing-impaired dancer to an actress living with Alopecia. And they have all made a promise to use their LG V30s to capture and share true life stories, rather than curated fantasy realities.
The inspiration behind the campaign was to re-imagine “authenticity" for the smart phone generation. Although we live in a “post-truth” world, where people use technology to create social media content that’s anything but authentic, LG wanted to create an opportunity for people to use the same technologies as a tool for true self expression, whatever that may be.
The team is also extra excited about this project because, as you know, Huge is a historically digital agency. But more and more, we’re seeing opportunities to produce more traditional creative. This particular team, which was led by executive creative director Fede Garcia (previously at Translation and Ogilvy & Mather before that), was inspired to have been a part of a global campaign of this scale on behalf of a blue chip brand like LG.
