The Institute for the Development of Enhanced Perceptual Awareness Collaborates With Young & Rubicam to Produce Transformers: Revenge of the Fallen Themed TV Spot for LG Mobile Phones, Directed by Michael Bay

The Institute for the Development of Enhanced Perceptual Awareness Collaborates With Young & Rubicam to Produce Transformers: Revenge of the Fallen Themed TV Spot for LG Mobile Phones, Directed by Michael Bay

CAMPAIGN FEATURES THE LG VERSA MOBILE PHONE

VENICE, Calif., July 21 /PRNewswire/ -- In partnership with the highly successful film "Transformers: Revenge of the Fallen" (DreamWorks/Paramount Pictures in association with Hasbro), two major agencies worked together to create a new television and in-cinema spot to promote LG Mobile Phones' Versa as part of a national campaign in support of the film.

While the blockbuster film continues to break box office records around the world, the LG campaign offers fans an amusing take on the movie robot action. A: 30 second television spot directed by action film director and The Institute Co-Founder Michael Bay, features the versatility of the new LG Versa in a face-off with the giant robots seen in the film.

"It's exciting to work with partners who understand the holistic approach to marketing and allow us to maximize our philosophy of brand science meets great storytelling. Implementing this discipline across multiple platforms is what the future of branding demands" said Scott Gardenhour, Co-Founder of The Institute.

The spot, which was a collaborative production between The Institute for the Development of Enhanced Perceptual Awareness (The Institute), known for it's highly innovative yet disciplined filmmakers, and Young & Rubicam, on behalf of LG Mobile Phones, demonstrates the Institute's solid ability to integrate the disparate interests of clients, agencies, studios and directors.

"As actual filmmakers and commercial producers, the team at the Institute understands that unique relationship between studio, marketing partner and creative agencies working together on movie themed spots," commented LeeAnne Stables, Executive Vice President of Worldwide Marketing Partnerships at Paramount, who managed the LG partnership campaign for the studio. "They are simply one of the most talented creative teams we've ever worked with."

ABOUT THE INSTITUTE

The Institute for the Development of Enhanced Perceptual Awareness is a multi-dimensional media company with the philosophy of brand science meets great storytelling. Based in Venice, CA, The Institute fuses the logistics and production values of feature film and television production with the demands of brand-driven marketing, to create memorable tailor-made campaigns for some of the world's largest companies.

Founded in 2001 by Co-Founders Scott Gardenhour and Michael Bay, The Institute is dedicated to creating the most innovative media and entertainment, no matter what the length, medium, or format. To do so, they have assembled an inter-disciplinary team of creative thinkers to develop emotionally engaging and entertaining content for TV commercials, the web, film, television, apps, games and beyond. In 2006, The Institute earned the coveted Emmy Award for its groundbreaking long-format commercial "Required Reading" produced for Hallmark and directed by The Institute's David Harner. In 1992 Gardenhour and Bay received the Palme d'Or Award at the International Advertising Film Festival in Cannes for Budweiser's "Polar Bears" spot. In 1994 they received two Gold Lion Awards for Miller Lite's "Big Lawyer Round-Up" & "Full Contact Golf", and the Gold Clio for Best of Show for the original 'Got Milk' Campaign, "Aaron Burr" & "Baby Cat."

The Institute has also created effective marketing & multi-media productions for Audi, Nike, Hallmark, Burger King, Wal-Mart, Toshiba, Chase Bank, LG, AT&T and many other brand leaders. Additionally, members of The Institute's creative team have produced and/or directed big screen blockbusters such as "Pearl Harbor," "Armageddon," "Coyote Ugly," "Jumper," " Transformers," and "Transformers: Revenge of the Fallen."

Source: The Institute for the Development of Enhanced Perceptual Awareness

CONTACT: Beverly Visty-Doman of Dharmata Public Relations, office,
+1-310-216-7895, or mobile, +1-213-706-9321, bdoman@dharmata.com, for The
Institute for the Development of Enhanced Perceptual Awareness

NOTE TO EDITORS: Availability: Interviews by phone in any location. In person interviews in Los Angeles. Please contact us for schedule. Bios and photos are available upon request.

-------
Profile: intent