Brief – Launch LG’s new Flex 2 with a PR and outdoor activation that makes their unique curved design desirable.

Challenge – People are not used to the idea of a curved phone, especially where Apple and Samsung reign the category with straight and sleek designs.

Insight – People are always looking for ways to look different and stand out from the rest to be able to create a unique fashion statement of theirown.

Idea – Straight is boring.