To promote the low water usage of its Smart Care line of washing machines, LG placed a machine in the middle of Chile's Atacama desert and washed some laundry using water from cacti.
The stunt, by Y&R Brazil, is captured in this film, which is designed to highlight how the LG Smart Care product line uses up to 42 per cent less water with every wash cycle. Y&R worked with Brazilian botanists Marlon Camara Machado and Ricardo Cardim on the experiment. The machine was connected to a cacti using a specially-designed device that employs non-aggressive techniques guaranteed not to harm the plants.
The video is running on all of the brand's digital channels. According to Rafael Pitanguy, creative vice-president at Y&R Brazil, it forms part of LG's new "Field Test" platform, which aims to position it as a brand that provides knowledge, entertainment and relevant content to its consumers. "Advertising agencies can do more than just provide brand communication services to their clients," he said. "In this case, we used science and nature to draw attention to the product's differentiating factors."