Specialized Marketing Services, Inc.

Company: Specialized Marketing Services, Inc., Irvine, CA
Company Description: SMS is a direct-response advertising company that builds each client’s business by converging direct marketing with branding and multi-channel communications strategies that result in measurability and ROI.
Nomination Category: Advertising Awards/Design Craft & Technique Categories
Nomination Sub Category: Best Design

Nomination Title: LG Arena™ Executive Launch Kit

1. The date on which this nominated ad was first run, aired, or otherwise made public:

March 2010

2. Briefly describe this nomination’s communications objectives and how it met those objectives (up to 100 words):

LG was looking to celebrate the launch of its latest handset with AT&T, the LG
Arena, by communicating the main features of the phone: premiere multimedia and
mobile TV. To accomplish this goal, SMS designed and engineered a custom three
dimensional launch kit that visually and audibly tied in the primary features
of the handset. The box was designed to look like an entertainment arena, the
product was featured on a ‘stage’, and when the box was opened an audio sensor
sent out sounds of a crowd cheering for the hero – the LG Arena, thus creating
a multimedia, broadcast experience in a box.

3. List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Art Director - Tony Bear