Three and LG 'Unboxing' by Wieden & Kennedy London

In the UK, Three and LG give the new LG G4 smartphone a "Blair Witch Project" introduction

Three and LG have come up with a novel way to promote the unboxing of the new LG G4 smartphone. The brands got Matthijs van Heijningen, who directed the 2011 version of "The Thing", to shoot a "Blair Witch Project" spoof in which Jackson, Three’s latest mascot, goes into the woods to test the new phone’s capabilities. The five-minute YouTube film is being teased with 20-second ads on TV, and the full spot is being shown in UK cinemas.