Tallest house of cards built in 12 hours LG Electronics

The Results

Guinness World Records Facebook Page
2m reach and 407,000 video views
Guinness World Records YouTube channel
60,000 video views
Total Global Views

The Brief

LG Electronics were launching their new Centum System Washing Machine (FH6F9BDS2) globally and wanted to demonstrate that their machine had significantly reduced vibrations and noise levels.  What’s more, they were looking for a dramatic visual statement to prove this fact and wanted to orchestrate a challenge that would involve an operating washing machine.

The campaign won various awards, including Bronze Award in Consumer Goods and Retail at Brand Film Festival 2017 and Bronze Award at AME Awards 2017

LG Electronics_Tallest house of cards built in 12 hours - Middle Image - CS

The Solution

LG Electronics were keen to explore the possibilities of building a house of cards on top of the operating Centum System Washing Machine (FH6F9BDS2) and so they used Guinness World Records’ consultancy service to pin down the perfect record category: Tallest house of cards built in 12 hours

LG Electronics teamed up with professional card stacker and multiple Guinness World Records title holder Bryan Berg and the entire challenge was filmed and edited to create a gripping story of the tower’s construction.

After 12 painstaking hours, an official Guinness World Records adjudicator confirmed the attempt was a success with Bryan constructing a 3.3m high tower of cards, consisting of 48 levels – all on top of a washing machine spinning at 1,000 rpm.

Achieving a Guinness World Records title has helped LG Electronics creatively demonstrate the reduced vibrations offered by the Centum System Washing Machine and clearly prove the product’s differentiated and advanced technology.

— Huiwon Kwon, Manager of HA Marketing Communication Division at LG Electronics