.tv doesn’t stand for television

To promote the Samsung Smart TV range, Grey Argentina registered the domain name www.lgsmarttv.tv And in doing so, came to the realisation that .tv doesn’t stand for television as they initially thought. It’s actually the domain address for the small South Pacific island nation of Tuvalu.

Having serendipitously been made aware of the existence of the island, the creatives at the agency centred the entire campaign on the island, drawing attention to how its very existence was threatened by climate change.

To push traffic to the website that has been developed, Grey Argentina released a short documentary-style video that tells the story of the island’s plight and encourages viewers to sign a petition that will be put before the United Nations in the hope that this will encourage the organisation to take action.