LG Unveils Global 'Life's Good' Campaign, Reimagining Brand Identity

LG Electronics has embarked on an expansive global campaign, "Life's Good," aiming to revamp its brand identity and image. Launched on August 22nd, this campaign includes a spectrum of activities designed to introduce a more vibrant and youthful brand image.

This international campaign features digital out-of-home (OOH) advertisements strategically placed at renowned landmarks in Dubai, London, New York, Vietnam, and Seoul. Each meticulously crafted image and video serves as a canvas to display LG's refreshed visual themes.

In a world riddled with uncertainty and instability, LG's message is clear: "Life's Good." The campaign seeks to inspire optimism and generate a ripple effect of positivity and support during these challenging times.

The primary objective of this new campaign is to communicate LG's philosophy and values, in tandem with its updated brand and visual identity. LG is dedicated to embodying the true essence of "Life's Good," and to convey this message in a more dynamic and youthful manner, they launched their new brand and visual identity in April.

LG advertisements grace some of the world's most iconic landmarks, including the Burj Khalifa and the Landmark 81 skyscraper. Digital billboards in New York's Times Square and London's Piccadilly Circus also feature LG's vibrant campaign. Further extending its reach, LG has placed an LED screen at Óvalo Gutiérrez in Peru and the KP Tower in Noida, India. The campaign has even found its way onto London's iconic red double-decker buses.

LG advertisement videos showcase "The Face of the Future," a cheerful visage created by intertwining the letters L and G. This engaging creation nods, bobbles, and expresses a range of emotions, aiming to captivate and entertain viewers. The videos also incorporate the youthful exuberance of "LG Active Red," the latest addition to the company's core color palette.

To connect with customers worldwide, LG plans to introduce exclusive features such as the "LG Finger Heart Filter" and "Life's Good Sticker Package" on popular social media platforms like Instagram and TikTok.

Furthermore, LG intends to collaborate with various influencers and produce brand films to authentically convey the essence of "Life's Good" and its core brand values.

Among LG's partnerships are prominent individuals from diverse backgrounds, all known for their optimism and confidence in their abilities. These include American singer and actress Willow Smith, Australian national swimmer and singer-songwriter Cody Simpson, and Nigerian-Korean fashion model Jenny Park. Through these partnerships, LG aims to spread its message that life is good and inspire people globally.

Lee Jeong-seok, Head of LG Electronics’ Global Marketing Center, stated, "LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers. We aim to enhance our communication with customers by sincerely sharing our core value and the message of 'Life’s Good.' Filled with optimism, this message will be delivered to customers worldwide at various customer contact points."