LG takes over famous landmarks to kick off ‘Life’s Good’ campaign

LG Electronics (LG) is spreading a message of optimism around the world with its brand new ‘Life’s Good’ global campaign.

The company recently kicked off its campaign by unveiling digital out-of-home (OOH) advertisements at some of the world’s most iconic landmarks. Each vibrant image and captivating video has been meticulously crafted to showcase LG’s renewed visual themes.

With its global campaign, the company aims to convey the message Life’s Good to customers, inspiring and encouraging them to approach life with an optimistic attitude. In light of the rising uncertainty and instability worldwide due to post-pandemic changes, the campaign’s ultimate goal is to uplift customers and spread a positive influence, fostering mutual support.

Along with introducing its updated brand and visual identity, the new campaign aims to share the company’s philosophy and values. To convey this message in a dynamic and youthful manner, LG launched its new brand and visual identity in April, under the banner of LG’s brand reinvention.

LG’s latest advertisements can be seen at the Burj Khalifa in Dubai, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London’s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea.

The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan.

The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” that engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette.

Furthermore, LG is expanding its digital engagement with young, global customers by introducing exclusive features, such as the “LG Finger Heart Filter” and “Life’s Good Sticker Package,” tailored for Instagram and TikTok.

LG has partnered with a collection of global influencers, all embodying the spirit of “brave optimists” and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park.

In July, LG declared its vision to transform into a “smart life solution company” that can connect and expand customers’ diverse experiences, and has been steadily carrying out its brand reinvention activities at various customer contact points as one of its major strategies.

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