LG’s latest entry into the competitive mobile phone market back in 2013 needed a creative communications plan to help raise it above all the noise made by competitors. It needed a cutting edge.

The awe-inspiring creative campaign was supplemented by a 2-phase online competition explaining that anybody could be an “Inkare”; from mothers who can put their children to sleep in record time to people who can balance everyday items on their nose. In the first phase people were invited to write about their talent and post it online. The second phase was more interactive, people were invited to upload videos of themselves showing off their “Inkare” talents. Viewers could comment on the videos and “like” a video. The videos with the greatest number of likes won the competition.