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In order to introduce the world to the largest ever capacity standard size washing machine in the grand fashion it deserves, LG launched an impressive global television campaign featuring gigantic items of clothing hanging to dry from massive structures and buildings. VML was challenged to build the online banners and web destination to support the concept while also creating consumer awareness around the Inverter Direct Drive technology inside the machine. Our response was to build a two-tiered web experience that places the user in the center of an epic landscape inspired by the television where giant clothes are pinned to large scale monuments like the Ester Island statues, a snow-capped mountain, and the blades of a giant wind turbine. The user can explore the washer benefits through this rich environment, or get detailed tech specs and function explanations via a modal window navigated by a persistent product knob at the top of the page. These sections offer greater insight about the Inverter Direct Drive technology and can expand into a portal to other LG products that utilize the technology as they become available.

Contributors:

Group Creative Director:	Mike Wente
Sr. Copywriter:	Kesu James
Art Director:	Andreas Baumert
Technical Lead:	Martin Coady

VML

Location: US