Global tech giant LG has worked with London agency The&Partnership to create a new short film set to spearhead an upcoming brand campaign.
The work, entitled Light Up Your World is a sequel to last year’s successful campaign promoting LG’s latest range of OLED Evo TVs, which was also created by The&Partnership. The agency has now retained the rights to the creative brief for the second year running.
The South Korean multinational’s latest campaign will be pushed out across above-the-lined and owned online channels throughout the rest of the year.
The campaign focuses on emphasising LG’s innovative self-lit pixel technology which offers superior image quality in comparison to standard OLED screens. The spot’s key visual revolves around a metaphorical comparison between moths being drawn to a flame and customers being drawn to LG’s latest OLED Evo range.
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The key visual will also be used in promotional content rolled out across print, out-of-home and will feature the screen infill for all new LG OLED Evo TVs.
“We’re excited to build upon the success of last year’s work with The&Partnership by continuing the ‘light up your world’ campaign with emotive, beautiful storytelling in this campaign,” LG Electronics VP, Kate Oh said.
The&Partnership London chief creative officer, Micky Tudor added: “Reimagining what it means to be drawn to light has been incredibly exciting.
We made it our mission to ensure we created a film that felt truly global and universal and was deserving of being shown on an LG OLED TV.
He concluded: “With this real focus on exquisite craft, the superiority of LG’s OLED technology shines through.”
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