After being acquired by Deloitte Digital in late February of 2016, Heat launched its New York office last May. This January, the shop brought on executive creative director Evan Slater to lead its creative department. Now, the New York office of Heat has released its first campaign, a global effort for LG, promoting its new G6 smartphone.
“This is the first work from our New York office and for it to be a critical launch for a global brand like LG is an exciting first to have accomplished after establishing the office last year,” Heat CEO John Elder said in a statement. “It was also an incredible creative challenge for the team and allowed us to tap into the intellectual prowess of Deloitte and Deloitte Digital as we developed our global campaign thinking.”
The campaign is centered around a 30-second broadcast spot focused on the phone’s key selling point: a large screen that actually fits in your hand — whether it be a slim one or a hefty werewolf paw. Set to the Etta James song “Something’s Got A Hold On Me,” it concludes with the to-the-point tagline, “The big screen that fits in your hand.”
“Quite frankly, we were tired of all the overindulgent, often dialogue heavy and celebrity driven work that is pervasive in the industry, but forgets to focus on what’s going to work for both the brand and consumer,” Slater explained. “So, we created a campaign that is visually driven. It requires no language to convey its most important message – the LG G6 was made to actually fit into your hand.
“Our concept, our message and our visuals intended to stand out from an overcomplicated industry with a bit of human innovation, and we think we’ve accomplished that,” he added.
As for its intended audience, Slater told AdFreak, “The sweet spot for our audience is anybody who has ever had trouble using a modern smartphone because of its size. The toilet-droppers, two-handers, smash-scratch-n-denters are who we’re talking to. That’s pretty much all of us.”
A series of supporting 15-second spots put the phone to the test, whether it be a “Meatball,” “Milk” or “Astronaut.” The spots promote various features of the G6, such as its wide angle lens, water resistance, “class-leading” sound processor and full-vision display.
Credits:
Agency: Heat
Chief Creative Officer: Steve Stone
Chief Executive Officer: John Elder
President: Mike Barrett
ECD / Head of Creative – Heat NY: Evan Slater
Creative Director: JB Byrne
Creative Director: Elaine Cox
Senior Writer: Jon Korn
Art Director: Justin Hargraves
Head of Integrated Production: Joyce Chen
Senior Producer: Andy Rosenthal
Producer / Post Production: David Cardinali
Associate Producer: MacKenzie Huff
Group Account Director: Matt Huntington
Account Director: Elaine Feinstein
Assistant Account Executive: Paris Clark
Director of Strategy: Justin Cox
Senior Strategist: Apo Bordin
Director of Business Affairs: Jenn Kennedy
Advertiser: LG Electronics
Global MC President: Juno Cho
VP Global Marketing Communications: Suyoung Kim
Director Global Marketing: YH Kang
Global Senior Marketing Manager: DK Seo
Global Marketing Manager: Leine Kim
Global Marketing Manager: Hayley Jun
Global Marketing Manager: Sunny Kim
SVP Marketing, US: Chang Ma
Director US Marketing: Romi Yoon
Sr. Marketing Manager, US: Jin Choi
Production Company: Gentleman Scholar
Directors: William Campbell & Will Johnson
Executive Producer: Jo Arghiris
Head of Production: Rachel Kaminek
Line Producer: Richard Kaylor
DP: Rebecca Baehler
Design & Animation: Gentleman Scholar
Creative Directors: William Campbell, Will Johnson, Chace Hartman
Associate Creative Director: JP Rooney
Executive Producer: Jo Arghiris
Head of Production: Rachel Kaminek
Senior Producer: Sue Yee Hubbard
Producer: Gregory Behrens
2D Animation & Design: Dennis Go
Designer: Trish Janovic
Designer: Christina Barna
Designer: Mike Tavarez
Designer: Chris Finn
CG Supervisor: Adam Burke
3D Modelers: Adam Rosen
Rigger: Lee Wolland
3D Animator: Nick Dubois
3D Lighting Artist: Mike Papagni
3D Texture Artist: Adnan Hussain
Editorial: Lost Planet
Editor: Charlie Johnston
Assistant Editor: Steven San Miguel
Executive Producer: Gary Ward
Producer: Tim Kirkpatrick
VFX/Finishing: Carbon VFX
Executive Producer: Frank Devlin
Senior Producer: Paul O’Bierne
Lead Flame/VFX: Kieran Walsh
Flame: Matt Reilly
Flame: Chris Wiseman
Flame: Peter Charles
Flame: Jamie Scott
After Effects: Max Benjamin
SDX + Mix: Heard City NY
Engineer: Keith Reynaud
Executive Producer: Sasha Awn
Music Production: Beta Petrol
Song: “Something’s Got a Hold on Me” by Etta James
Remix by: Fabio BOI Angelini
Executive Producer: Brent Asbury
Music Supervisor: Bryan Turcotte
Color: Company 3
Colorist: Dave Hussey