LG needed to increase awareness among mothers for their innovative home appliances, so we positioned them as mom’s coconspirator - helping her get stuff done. By tapping into the reality that moms are complicated, funny, amazing multitaskers, we created a humorous integrated campaign based on the inner thoughts and confessions of real moms. The “Inner Thoughts” campaign came to life through a dozen humorous TV spots, online videos, and an extensive digital and social initiative curated and shared through #MomConfessions on Tumblr.

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