Collaborating with Condé Nast Media Group, LG Electronics, Publicis, and GroupM, FOUR32C developed the digital component to Life Is Good, a 14-month-long global campaign. FOUR32C directed and produced the digital creative and marketing for the campaign—including photo and video shoots in LA, NYC, and London, a three-phase web platform with content in five languages, and online advertising.
Telling Brand Tales
The creative strategy was founded on narrative and visual inspiration to evoke a deep emotional connection with the LG brand. We chose three celebrity category leaders—film director Ed Zwick, chef Nobu Matsuhisa, and fashion designer Narciso Rodriguez—to tell the stories about LG products essential to their lives and work. Working directly with the talent, we were responsible for creative direction, photo and video shoots, copy and script writing, ad unit design, and technology development—all to bring the products to life in context. Check out some of the videos here.
Customizing the Narrative
We built a system of templates that referenced one of 12 media websites, a product image library, and five language versions to customize the experience and optimize engagement. Each visitor saw the product in context of the referring website, in their own language, and with products available in their country or region. The website was released in three phases over 14 months, each one focusing on specific categories of LG products. The program premiered with “Life Looks Good,” featuring Ed Zwick, followed by “Life Tastes Good,” featuring Nobu Matsuhisa, and culminated with Narciso Rodriguez in “Life Feels Good.”
A Happy Ending
We designed all of the digital advertising based on the 12 host brands—with visual and text cues to draw the visitor into the LG narrative—creating a program that ran at scale across the Condé Nast vertical website network. Enhancements throughout the program, including social networking features and video embeds, boosted traffic and engagement to all-time highs for a program of this kind.
This was the largest digital program and revenue driver for Condé Nast in their history.
FOUR32C is a New York web agency. We’re curious digital natives who bring creativity and intelligence to the world’s most beloved brands. We create thoughtful, compelling interactive experiences by starting every project with questions. Our process leads to evocative digital products designed with a purpose for every pixel.