LG launches campaign filmed on mobile phone

09 February 2009

LG has launched the first campaign filmed entirely in a mobile phone in support of its new megapixel camera phone.

The campaign, created by Mindshare Invention and photographer Carli Hermes, follows a day in the life of trance producer and DJ Armin van Burren. It follows the DJ through a day on his Asia tour in Jakarta and was all shot with the LG Renoir mobile phone.

“This project proves that LG Renoir can truly replace a high end digital camera,” said Chang Ma, vice president of LG mobile marketing strategy. “It is not only capable of taking perfect everyday life shots, but also professional and artistic shots.”

The pictures taken with the mobile phone are also going to be used for the cover and album booklet for Armin’s new album which is to be released next month.

The campaign also features a dedicated website that allows consumers to see additional images from the tour, buy a LG Renoir and get a chance to win a rock & roll weekend with Armin Van Buuren, visiting three gigs in a weekend alongside Van Buuren.

Mindshare Invention also created a book with a collection of the photos that Carli Hermès made with his LG Renoir that will be distributed in stores where the Renoir is available.

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Martina Mackintosh, London