We’ll continue to feature some of this year’s most noteworthy Hermes Creative Awards entries throughout the competition.

Organization: HS Ad Location: Englewood Cliffs, NJ Title of Entry: “LG Matte Black – Made to Stand Out” Category: 163. Electronic Media / Social Media / Interactive Media | Video | 163. Marketing (Product)

Black is, well, the new black. In the past few decades, stainless steel appliances were necessary for a stylish kitchen. LG is going against the stainless trend by introducing a new matte black appliance line featuring refrigerators, stoves, microwaves, and dishwashers.

LG collaborated with HS Ad, a multi-service agency with offices in New York, Los Angeles, and Mexico, to promote the new matte black line. HS and LG aimed to differentiate the new line from other matte black appliance brands by marketing matte black as a lifestyle instead of only a finish option.

HS Ad created an ad campaign across multiple platforms and a private press event at Brooklyn’s all-black, Michelin-starred restaurant Aska. The campaign’s eye-catching content featured all-black foods, chic kitchens featuring black appliances and a punk pooch encouraging viewers to unleash their style. The campaign proved color isn’t necessary for attracting attention and garnered 100 million impressions with an engagement rate of 3.84%.  More importantly, the campaign increased LG sales by 25%.

To view HS Ad’s full campaign, visit here.