It can sometimes feel, that brands need superpowers to stand out in saturated markets. Not the getting-bitten-by-a-radioactive-spider type of power (although that would be handy), but the sort of power that cuts through the constant bombardment and really resonates with consumers.

So where can brands get that power? Simple. From within themselves. Instead of predictable self-promotion, create the right story and tell it with energy, authenticity, and a healthy dash of pizzazz. One consumers want to watch unfold, be entertained by, remember, connect with, share. That’s the superpower.
LG Electronics: Tallest house of cards build in 12 hours

If brands push themselves to the very limit of what they can achieve, it can produce incredibly powerful results.

Using an ambitious Guinness World Records title attempt to launch new products can do this: LG Electronics picked up a coveted bronze award at the recent Brand Film Festival for their record-breaking campaign of the tallest house of cards in 12 hours. We're not talking about any old house of cards, though. Oh no. Try building that house of cards on top of an operating washing machine for the entire 12 hours, with the challenge of getting it taller than 20 storeys high without collapsing.



It’s the perfect example of how brands can transform the everyday into the extraordinary. What was once mundane can be elevated to superhero status, with the help of a globally recognised achievement that propels brands or their products into the spotlight and reaches their target audience – Guinness World Records holds 97% recognition in the UK and USA alone.