LIGHT UP YOUR WORLD: LG ELECTRONICS & THE&PARTNERSHIP LONDON LAUNCH GLOBAL CAMPAIGN

LG Electronics Korea has appointed The&Partnership London as the global

lead creative agency for the company’s OLED TV range, following an international competitive

pitch.

Today, LG and The&Partnership London launch the global integrated campaign, ‘Light up your

world’, demonstrating the innovative self-lit pixel technology of LG’s new OLED evo. The campaign

will live across all LG touchpoints in 2021, from their above-the-line advertising to their owned

online channels.

The global campaign features a beautiful 90 second film, with various cut-down lengths. The film,

shot by Sam Brown at Rogue, shows a woman’s wondrous journey through surreal environments as

she follows vivid, coloured light. The playful light leads our woman past magical fish, a futuristic

cityscape and an endless room of colour. The film also features a spectacular, internally lit tree

which is the key visual for the whole campaign. This self-lit tree key visual will be featured in print,

OOH and also create the screen infill for the new LG OLED evo across all channels.

JS Lee, Senior Vice-President at LG Electronics, said: “The&Partnership impressed us with their

emotional storytelling. We’re incredibly excited about the ‘Light up your world’ campaign and can’t

wait to see it drive increased global awareness of our unrivalled OLED technology.”

Gary Simmons, MD at The&Partnership London, said: “LG’s OLED technology has led the industry

for a number of years, and with this emotive