LG Electronics is spreading a message of optimism with a global integrated campaign running across key out-of-home sites in major cities throughout North America, Europe and Asia.
Developed in partnership with creative agency Wolff Olins, the brand’s latest “Life’s Good” campaign will be featured at high-impact out-of-home sites in Dubai, London, New York, Vietnam, and Seoul, with each creative capturing LG’s refreshed visual themes.
The new campaign will look to inspire and encourage LG customers to embrace life with optimism, by spreading a positive influence in the often uncertain post-pandemic world.
“We have a bold vision to transform and leap forward as a smart life solutions company. Our new brand identity helps to re-establish a brand, LG by reinventing the way we operate and communicate toward this goal,” LG senior VP Jeongseok Lee said.
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“Wolff Olins is assisting us to signal a major shift – helping us speak to new, younger generations and making us appear more innovative, emotive and enhancing our global relevance. The approach also allows us to maintain flexibility across our diverse businesses, both B2B and B2C. The new LG is infused with optimism and embodies the sentiment that ‘Life’s Good!’”
Three core values are set to underpin the extensive global campaign; ‘Uncompromising Customer Experience’, ‘Human-centred Innovation’ and ‘Warmth to Power a Smile’, through which the brand will look to connect with customers of all backgrounds.
Wolff Olins senior creative director Tom Carey added: “The people at LG are amazing innovators. So it’s been awesome to work with them as they transform for their next generation. We’ve rejuvenated the brand, bringing it to life with a smile and a wink.
We’ve helped set it up to speak to multiple audiences – from fashionistas to gamers to global tech partners. And we’ve worked on every side of the experience, helping to stand out in-store, online, in social, in advertising and in every side of daily life.”
