| Title | LOVE CODE |
| Brand | LG ELECTRONICS (THAILAND) |
| Product / Service | LG LOLLIPOP MOBILE PHONE |
| Category | D01. Digitally Led Integrated Campaign |
| Entrant | McCANN WORLDGROUP THAILAND Bangkok, THAILAND |
| Entrant Company: | McCANN WORLDGROUP THAILAND Bangkok, THAILAND |
| Advertising/Web Design Agency: | McCANN WORLDGROUP THAILAND Bangkok, THAILAND |
Credits | |
| Name | Company | Position |
|---|---|---|
| Martin Lee | McCann Worldgroup (Thailand) Ltd. | Chief Creative Officer |
| Saharath Sawadatikom | McCann Worldgroup (Thailand) Ltd. | Executive Creative Director |
| Keatnapin Sobhinnon | McCann Worldgroup (Thailand) Ltd. | Senior Art Director |
| Prayer Trairatvorakul | McCann Worldgroup (Thailand) Ltd.v | Copy Writer |
| Chotika Ophaswongse | McCann Worldgroup (Thailand) Ltd. | Art Director |
| Wichian Yungmeesuk | McCann Worldgroup (Thailand) Ltd. | Technology Consultant |
| Kongsak Pongsuradate | McCann Worldgroup (Thailand) Ltd. | Flash Programmer |
| Chawana Praesrisakul | McCann Worldgroup (Thailand) Ltd. | Digital Strategic Planning Director |
| Peerunthron Chaisrirattanakul | McCann Worldgroup (Thailand) Ltd. | Account Manager |
| Nutcha Mauthorn | McCann Worldgroup (Thailand) Ltd. | Account Executive |
LG wants to introduce Lollipop, a clamshell mobile phone for teens, to the market. To differentiate Lollipop, we turned to an overlooked function that seemed like nonsense and made sense out of it: LED icon display. Make LED icons the new language among teens. We started by making 'Lollipop Love Story,' a series broadcasted in 5 webisodes to demonstrate how LED icons worked. Then, to popularize the new language, we spread these LED icons using EDM, teen magazines, forums, YouTube, and MSN Messenger as well as social media to further engage with these virtually connected teens.