THE ASK

In 2016, LG released a new lineup of air purifiers into the U.S. market. HS Ad was asked to raise awareness and help drive sales of air purifiers.

CHALLENGE

How would LG stand out as a newcomer in an already crowded air purifier market and separate itself from typical marketing that’s filled with dense and possibly confusing technical specs?

OPPORTUNITY

By reaching the people who needed air purifiers most. The 100 million breaths campaign spoke directly to the parents of children with severe asthma or allergies.

STRATEGY

Every parent knows the awful feeling of watching an ill child struggle, and wanting to swoop in and do whatever it takes to help. It just comes with the territory. Our strategy focused on giving parents a way to help clear the air for their kids, while living up to our brand promise: Life's Good.

THE ASK

In 2016, LG released a new lineup of air purifiers into the U.S. market. HS Ad was asked to raise awareness and help drive sales of air purifiers.

CHALLENGE

How would LG stand out as a newcomer, in an already crowded air purifier market and separate itself from typical marketing that’s filled with dense and possibly confusing technical specs?

OPPORTUNITY

By reaching the people who needed air purifiers most. The 100 million breaths campaign spoke directly to the parents of children with severe asthma or allergies.

STRATEGY

Every parent knows the awful feeling of watching their child struggle when they are ill, and wanting to swoop in and do whatever it takes to help. It just comes with the territory. Our strategy focused on giving parents a way to help clear the air for their kids, while living up to our brand promise: Life’s Good.

The average person takes 10 million breaths a year.

And LG air purifiers last 10 years before replacement. That means an LG air purifier can help clear the air for 100 million breaths. The campaign appealed to
both the head and the heart, showing how LG air purifiers can help parents make every single breath their child takes more pure.


PRINT


Ad-lobs were created to bring the concept to life and inform all executions.


www.lg.com Site Design


A digital discovery site on LG.com used black and white imagery to stand out from other digital
destinations and appeal to the emotions of parents.

www.lg.com Site Design
www.lg.com Site Design


Social Media


Facebook ads featured nostalgic imagery and hard-hitting copy, encouraging discussion and community.


LG Air Care Brochures


Brochures were placed in waiting rooms at doctor's offices and asthma clinics.

A BREATH OF
FRESH AIR


A deeply emotional campaign that stood out from the crowd, and helped increase sales of LG air purifiers.

More importantly, it helped children with asthma and their parents breathe just a little bit easier.

Which made us breathe
a little easier, too.