Creative agency StrawberryFrog New York has introduced a new corporate brand strategy, look and communications platform for the South Korean electronics and appliance brand LG.
The agency’s latest effort for the client follows the agency's first work for LG, which was the U.S. launch of the LG Optimus G smartphone in 2012.
With this new effort, StrawberryFrog developed a new brand look and feel for LG, including the introduction of red concentric circles that will be used across packaging, design and in-stores.
The new work also introduces the tagline "It's All Possible," which broke during the 2014 Sochi Olympics. "LG had a well-known global tagline, 'Life's Good,' " says Kevin McKeon, chief creative officer, StrawberryFrog New York. "But even after all these years, few people knew what it meant. We wanted to infuse it with emotion and purpose, two things the brand was lacking at the time. This film became the global anthem for a brand and set a new bar for future LG advertising."
Meanwhile, a short film directed by Bram Van Reit in Cape Town, South Africa depicts everyday moments in life. "The real challenge was capturing the human drama in each scenario in a real, believable way, which he was awesome at," said McKeon.
"It's All Possible" underscores the brand’s innovative nature. "LG is a major global brand and the advertising runs in hundreds of markets around the world," says McKeon. "Beforehand, consumers were not understanding the brand as well as they should for a major quality player like LG. Now, with the addition of 'It's All Possible' as a springboard line, it helps understanding and adds meaning. When it's all possible, life is good."
Both slogans will be used in all communications globally. "Building global brands is challenging when you need to define an idea to work across all territories. We've worked with brands such as Jim Beam 'Make History,' Emirates Airlines 'Hello Tomorrow,' Mahindra 'Rise,' and now LG," says Scott Goodson, founder, StrawberryFrog New York.
"This assignment took us to many cultures and countries to understand consumers and to help solve the challenge by identifying an insight that was relevant for the universal consumers, as well as the company. The new ‘It's All Possible' line and campaign is designed to shine a light on LG's mind-set and passion to bring to market great leaps in innovation that meet the needs of global consumers."