The Client

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

Founded in 1958, LG Electronics has led the country’s electronics industry since its early days as the first producer of radios, TVs and other appliances.

Now, it is the second-largest electronics maker after Samsung Electronics.

The Brief

LG spoke to us about elevating their luxury launch through a content-driven campaign featuring the elite of design, fashion and media.

The Outcome

A video based campaign showcased some of the region’s thought leadership talking about their own personal design choices and showing side-by-side the features of the new Signature collection. By aligning the features with the personal statements from the collaborators, the collection was instantly uplifted as the choice of the who’s who of design. A must-have for only the best homes.

Speaking to a luxury community requires a unique creative approach. Here we used intelligence, delivery and clever editing to showcase the design of the collection mirrored with key statements from the leaders of the design community – the result? Highly resonating and covetable storytelling that made the new launch a must-have.

This highly successful launch was embraced by the design community and the most discerning shoppers of the region. This launch served to uplift the LG brand overall in the region.