The film was shot in a candid camera setting in the World Fashion Centre in Amsterdam, where we installed 3 21:9 UltraWide IPS monitors and several sensors in the bathroom.

We videotaped two girls and one male to make it appear as though they could see the men in the bathroom. We played this on the monitors when the men were standing at the urinals, and filmed their reactions.

Over 7 million people watched the film, making it go viral.

The brand results were impressive too – research showed a 14% increase in brand favorability, 7% in purchase intent and 8% in brand recommendation. LG became market leader in IPS monitors as a result of the success of the ‘So Real It’s Scary’ series.

A Cannes keynote was made, showcasing the ad as one of the most effective virals of the past year.