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Y&R’s ambient idea for LG


Such a clever ambient idea from Y&R Johannesburg. To promote South Africa’s biggest 11kg Steam Washer on behalf of LG they constructed a giant replica and set it up over Ellis Park’s rugby tunnel. During the MTN Lions game against the Auckland Blues on Friday 4 March, players running out onto the field appeared to be running out of the Steam Washer. There was a caption that read, “LG. Big enough to tackle both teams at once.”

At half time the players ran into the tunnel dirty after an intensive half of rugby. They got changed into new kits and ran out through the tunnel onto the field, clean again.

Creative Team:
Executive Creative Director: Liam Wielopolski
Creative Director: Ian Franks
Art Directors: Bruce Murphy and Steve Dirnberger
Copywriters: Eric Wittstock and Katherine Glover

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