Digitech / LG Vivace

Digitech/LG Sudan were launching the new washing machine from LG: Vivace. A first of its kind smart washing machine that takes away all the fuss & trouble of laundry. Since laundry is usually a boring task, they wanted a campaign centred around fun.

Since Vivace is a smart washing machine and ahead of its time, it must be from the future. We created an ad that positioned Vivace in a class of its own, from another world, a world filled with fun. The concept revolves around feeling confident and feeling good, which is directly linked to our appearance in the form of the clothing we wear and how washing your cloths using Vivace will always have you looking your best. For the ad we created a song inspired by James Brown’s ‘I Feel Good’ and ‘ShibSib Shol’ which was a popular Sudanese groovy/disco song in the 80s. The visuals were inspired by the nostalgia of the 70s and early 80s, considered a golden era in Sudan’s history, making the ad relatable to people from that era and to younger generations who admire that era, always hearing stories from that time.

The Vivace ad was praised for its dynamic visual aesthetics and for its never before seen elaborate production design. The campaign proved to be very engaging on social media with over 58,000 views, it still holds the largest viewership on their social media.