Leading up to the official reveal on April 28, a highly secretive and mysterious pre-reveal campaign intrigued audiences globally and insinuated that ‘Scarlet: a hit new TV series' would be launching. Scarlet was a secret project from director/producer David Nutter starring an up and coming actress, Natassia Malthe.
At a red carpet event on April 28 in Hollywood, USA, the twist was revealed: Scarlet is, in fact, a new series of TVs from LG. The full post-reveal campaign rolled out in multiple languages in more than 27 markets across the Americas, Europe and Asia. The project was a TBWA\Group initiative, supported by Stream and Agency.com with TEQUILA\ acting as the strategic and creative lead.
"Scarlet" has gained notoriety in entertainment circles over the past months. The Scarlet persona was seeded throughout the community via traditional and online PR and social networking, with sneak previews and gossip about its stars. This publicity generated millions of pounds worth of free advertising. We even had Hollywood producers fooled, with remarks about how slick the series looked.