Done In One

Background

Washing machines are a big part of the modern laundry. There are top loaders, front loaders, one's built for speed and others with great energy efficiency. With the launch of the new LG washer and its massive 15KG capacity, the challenge was to shift the focus away from these benefits and make capacity the key consideration when buying. So the 15KG capacity was translated into a language consumers could understand – 71 clothing items done in one wash. Then the idea was to prove that it was possible by creating the world's first ever billboard that was washed in one go.