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Thursday, October 5, 2023

LG rolls out global ‘Life’s Good’ campaign with renewed brand identity

LG Electronics, whose ‘new’ identity drew mixed reactions earlier this year for being too close to the original and of a colour too similar to OnePlus’, has unveiled a ‘Life’s Good’ campaign globally that drives home the renewed identity. The brand is embarking on “Brand Reinvent” initiatives in partnership with global consultancy Wolff Olins.

The company launched its ‘Life’s Good’ campaign featuring digital out-of-home (OOH) advertisements at landmarks across the world. Each image and video has been crafted to reflect LG’s refreshed visual themes, informed an official statement.

“Given the rising uncertainty and instability worldwide due to post-pandemic shifts, the campaign aims to motivate customers, spreading a positive influence and reinforcing the company’s unwavering belief that ‘Life’s Good’,” it added.

The global brand refresh went live at 9pm local time on August 22 with an anamorphic 3D billboard in Times Square New York and a series of digital billboards and projections around landmarks globally, including Landmark 81 skyscraper in Vietnam, London’s Piccadilly Circus, the Óvalo Gutiérrez in Peru, the KP Tower in India, and in select spaces in South Korea, among others. The campaign also extends to London’s red double-decker buses, which currently feature LG’s visually revamped ‘Life’s Good’ slogan. The launch will feature social content on 159 social channels in 80 countries.

The 3D billboard and social channels will feature newly created LG characters ‘Joy’ and ‘Ryder’, developed by Wolff Olins and South Korean up-and-coming illustrator Jungmin, who were brought to life by animation studio Animade.

Jeongseok Lee, Senior Vice President and Head of Global Marketing Center, LG, said, “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. 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!’”

Hyoeun Kim, Vice President of LG Electronics Global Marketing Center, said, “At LG, our driving force is a commitment to enhancing the lives of our consumers. Fueled by our core belief that ‘Life’s Good’, we relentlessly face challenges but, with the firm belief of Life’s Good, we continuously innovate. Our newly refreshed brand identity embodies the collective passion and dedication of our entire organisation. It represents our unwavering mission to make our customers’ lives better and to spread a message of optimism today. It also signifies our ambition to establish LG as a globally beloved and iconic brand.” 

On the partnership with Wolff Olins, Kim added, “Wolff Olins has helped us to transform LG – expanding how we’re seen as a business and rejuvenating the experience of our brand. They have seamlessly connected strategy and creativity to deliver a dynamic and highly flexible brand. Wolff Olins’ experience of working across multiple industries and across the end-to end brand experience has been invaluable. Together, we’ve delivered a new brand that works for our many business units and for the world.”

Tom Carey, Senior Creative Director at Wolff Olins, noted, “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.”

“It’s been a true joy to work with the LG’s leadership and design teams who are passionate about detail, crazily inventive and determined to bring a smile back to tech,” he added.


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