To launch LG’s limited edition Star Wars OLED TV, we created a billboard only hardcore fans would understand. Written in Aurebesh, the alien language of the Star Wars universe, our message read: “You haven’t yet seen the true power of the dark side. Join us.” It appeared on Star Wars Day, #MayThe4th, in New York’s Times Square and was up for just 24 hours. Fans that recognized and could translate the message were led to a hidden website where they could register to be one of the first to purchase the limited edition OLED.
Named one of the best #MayThe4th campaigns by Adweek, it received press coverage globally--and most importantly, was given rave reviews by the most popular Star Wars fansite.
2023: OBIE Awards - BRONZE