“The New Generation“ makes HI-MACS®
look good, and the competition look old.

We gave LG's architectural material  HI-MACS® a new position on the European market with the slogan "The New Generation". This was a much-needed turning of the tables, since a competitor had dominated the market for 30 years. And overnight, the competitor came to represent the implicit "Old Generation." The campaign reached architects all across Europe via advertisements and countless communication tools, and won them over in favor of the material's creative possibilities. Today, HI-MACS® has gained considerable market share, and continues to grow in popularity.