When we started working with LG, 69% of global consumers who were aware of the brand had “little to no opinion” of them (GWI 2022). Our challenge was to bring meaning and emotion to LG, in order to increase brand affinity.

We uncovered LG’s belief in optimism by reading their founding documents. One of which focused on ‘human-centered innovation’, which means that LG looks at the way humans live and believes they can make life better with their innovations. It’s an innovation strategy borne of optimism. That’s what ‘Life’s Good’ means.

There’s a certain point in life where we give up on our hopes, our dreams and ourselves.

We needed a character whose looks tell every part of this story without saying a word. To find them we threw the net far and wide. Whilst also challenging normal Korean trends of featuring younger, beautiful people in their adverts.

The hero 90s film, along with :15 and :30 versions launched across YouTube, Meta, and TikTok paid placements across 9 global markets.

The campaign was a resounding success, with the film becoming LG's most-watched advertisement ever, garnering 863 million views worldwide across YouTube and Instagram, paid & organic media. It also marked LG's first-ever brand campaign, improving TOM awareness and preference, significantly boosting internal morale and underscoring the impact of a powerful brand narrative at LG.