• by Fern Siegel , August 31, 2023

LG Electronics has reinvented its brand identity, starting with its "Life’s Good" global campaign, featuring digital out-of-home ads at key sites worldwide.

Wolff Olins is responsible for LG's new visuals, centered on customer experience and human-centered innovation.

A new 3D billboard in Times Square New York debuted, as well as projections globally, including Landmark 81 skyscraper in Vietnam, London’s Piccadilly Circus, the Óvalo Gutiérrez in Peru, the KP Tower in India and select spaces in South Korea. LG introduced a new shade of red across all platforms to complement its heritage red and black.

The billboards and social channels display newly created LG characters, Joy and Ryder, developed by Wolff Olins and South Korean illustrator Jungmin. The characters represent a youthful spirit to address a new generation of consumers.

In digital spaces, the LG logo comes to life. The letters perform eight unique motions, including nodding, spinning and winking, Korean gestures that symbolize warmth.

LG Electronics is a core company of South Korean conglomerate LG group, alongside LG Chem.

The campaign also extends to London’s red double-decker buses. Social content in 80 countries augments the promotional push. "We’ve helped set it up to speak to multiple audiences — from fashionistas to gamers to global tech partners," said Tom Carey, senior creative director at Wolff Olins.

Jeongseok (JS) Lee, SVP-Head of Global Marketing Center, said the new approach "allows us to maintain flexibility across our diverse businesses, both B2B and B2C."