Smart Laundry Launch

LG made their first AI-powered washer featuring a single, smart control. For launch, our team was asked to tout the first-to-market technology and new design.

Our tagline became Laundry takes a smart turn, playing off the industry turning point and the machine’s LED control. After all, the machine isn’t an evolution on past appliances. It’s a revolution in the way you wash.

We pushed our way out of the laundry room for this campaign. Close up, beauty shots led to a machine reveal—almost reminiscent of a phone release. Ultimately, we turned the typical LG laundry campaign on its head, coxing the client to take a turn themselves. Creative appeared across owned channels and paid media.