Brief
After the successful reception of the Nobu Matsuhisa incarnation of Condé Nast/LG Life Tastes Good program, Four32c was hired to create the next iteration of the digital campaign, which featured fashion designer Narciso Rodriguez. Similar to the previous incarnation, Four32c was responsible for the design, Flash production, digital photography, video content direction and copy for both the new website and the super rich media ads.
“The creative work is brilliant, and I consider Mark a true partner. From ideation to execution, FOUR32C is full service, and most importantly, 100% available to our team and our client partners. I am so proud of the work that we have done together. ”
Process and Recommendations
Playing off of client LG's tagline, Life's Good, the digital campaign program featuring Narciso Rodriguez and LG's new Chocolate Touch mobile phones was titled Life Feels Good. Four32c was given a single day for multiple photo and video shoots at Narciso's Manhattan atelier.
The production phase was similar to the other implementations of the LG project. When the Korean office signed off on the designs, we had about two weeks to code the site, link in social networking features, create a custom Flash video player, embeddable slideshow and develop a complete Eyeblaster ad campaign.
The challenge for this program was that the media buy was international and the site and ads would need to be translated in Chinese, French and Portuguese. The site itself utilized IP detection both to select the appropriate language and to serve the correct LG product that was available in that country.
Results
Like all iterations of this program, LG: Life Feels Good surpassed all target metrics. User testing proved that the target audience found this project informative, aesthetically pleasing, and very engaging.
