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To launch LG's new range of mobile phones, the 'LG Optimus Lseries' our creative idea was to unite an emotional benefit of what makes Life Good, with a functional USP for each of the handsets. We created an Optimus brand architecture and visual style that included illustrative hearts (symbolising a love of life) that combined emotional/functional elements relating to each handset. The £3.5 million campaign lived outdoor, online, in both tabloid and targeted press and the sponsorship of the brand new ITV2 show 'The Exclusives'.