"Life's Good" is a global marketing campaign to promote LG products through good news. The lynchpin of the campaign is "Gil" the fuzzy and happy LG Good News Ambassador currently living on a 47ft tall wrap-around HD billboard in Times Square. Bigshot Toyworks created the character design for Gil in partnership with Young & Rubicam
and North Kingdom
. The campaign incorporates a mix of good news from RSS feeds and text or tweet messages sent by passersby. Gil's behavior changes as he responds and reacts to the messages broadcast on the billboard.
Bigshot Toyworks was brought on to develop an emotive character. Despite They were able to deliver the design in just a few short weeks. Much of Bigshot Toyworks' character designs are small and subtle. They welcomed the opportunity to create something as enormous as Gil.
See Bigshot Toyworks' portfolio here.
Character Design: Bigshot Toyworks
3D Design & Technical Development: North Kingdom
Agency: Young & Rubicam New York
Images courtesy of North Kingdom