| Title | THE PAPER GRAM CHALLENGES THE REAL GRAM |
| Brand | LG ELECTRONICS |
| Product / Service | LG PC GRAM15 |
| Category | C01. Viral Film |
| Entrant | DIRECTORS COMPANY Seoul, SOUTH KOREA |
| Idea Creation | DIRECTORS COMPANY Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Lee Sangyubb | Directors Company | Account Executive |
| Yu Hana | Directors Company | Account Executive |
| Choi Seunghyeok | Directors Company | Creative Director |
| Kim Dongwan | Directors Company | Executive Creative Director |
| Kwon Taeyeong | Directors Company | Designer |
We needed to make the intangible lightness to be visible. That was first purpose of this campaign. So we collaborated with a paper artist and we made ‘the paper gram’. It was the laptop that made by papers at all and looks absolutely same with the LG gram. Not just its shape and inside too. Also, we demonstrate a lightness gram15 by comparing the weight of the two laptops. The results are outstanding. The real gram 15 is lighter than paper gram.