LG + Ghostbusters
LG was introducing a new line of cordless vacuums and wanted to make an impact with Millennials and Gen Ys. I helped develop a creative strategy that blended sleek design with lifestyle-focused messaging. Every element, from digital content to visual tone, was crafted to present the vacuums as more than just appliances—rather, as essential tools for modern living. The aim was to transform cleaning from a chore into something
to be proud of.
In a crowded market, having a standout product wasn’t enough. Partnering with the right brand offered distinct visuals that competitors couldn’t replicate, while also enhancing LG’s reputation by tapping into the partner’s dedicated audience. This collaboration helped LG connect with a younger demographic and reinforced its image as an innovative leader.
The Result
Partnering LG with the Ghostbusters franchise to launch their new cordless vacuum range—just as Sony’s reboot was hitting cinemas. The timing was perfect: the film came with built-in hype, especially among Millennials and Gen Ys, and the thematic overlap (gadgets that suck up nasties) made the connection feel seamless and fun.
I helped shape a multi-channel campaign across TV, radio, print, and digital, blending movie excerpts with LG product visuals to grab attention and reinforce key messages. In-store, we extended the story with bold point-of-sale displays, and to maximise brand impact, we anchored the campaign around a high-value competition: a $20,000 Ghostbusters experience in New York, unlocked with the purchase of an LG vacuum.
