Times Square is packed with so much, it’s hard to believe that it’s missing anything. But actually it is – and it’s something the LG billboard could provide and make it a real icon of the city:
We would put the ‘time’ back into Times Square. The time would be told in 60 seconds of footage that builds the time for that minute. The content would comprise of what makes ‘Life Good’ for that contributor.
The creative community would be activated globally and given the chance to have their work shown on the greatest canvas in the world – a billboard in Times Square. For the first time ever content would be coming in from and going out to the entire world.
With a brand positioning of “Life’s Good”, time, the chaptering mechanism of life itself felt like the perfect fit.