LG’s latest campaign “Rediscover Good” is the electronic brand’s first campaign in ten years and aims to remind Aussies that even in a pandemic – Life is Good.
LG has significantly invested in this campaign, doubling last year’s media spend, to push, “Rediscover Good,” and appointing The Works to lead brand strategy across the company’s portfolio.
The Works, are collaborating with film director, Kate Halpin and production company, The Sweetshop on the production, and Squeak E. Clean Studios on the soundtrack. Despite this recruitment of a new team, LG has kept their infamous tagline coined in the 90s, ‘Life’s Good,’ and chosen to repurpose it for the next generation.
“Rediscover Good” features modern Australian families navigating their everyday lives alongside their LG products, featuring muddy dogs, unclean houses – real life.
However, despite the relaunch into marketing the electronic brand kept it traditional, right down to the soundtrack, Buddy Holly’s Everyday.
Gemma Lemieux, marketing director at LG Electronics Australia, said: “Over the past year the pandemic has changed the way Australian families live, and this, in turn, has changed their relationship with the home.
“At the same time, more consumers than ever before were interacting with LG Electronics products at home. Our products are loved, once owned, but overtime our brand has become more functional and has lacked a unique local identity
“We wanted to find a way to connect more authentically with Australian consumers. Creating a holistic campaign that depicted real Australian homes and people demonstrating how they use LG products across the brand in real-life scenarios was the simple answer.
“Of course, ‘Life’s Good’ is still very much at the core of our identity at LG Electronics Australia, this program makes it significantly more relatable and relevant for our local audiences.”
Damian Pincus, Founder and Creative Partner, The Works, said: “LG Electronics is a world-renowned brand that has a diverse portfolio of products. Syncing the brand as one with a distinct Australian outlook is a challenge we are proud to have taken on.”
Managed by the company’s media agency, Hearts & Science, the campaign will run on broadcast, digital and social media from Sunday, 8th August 2021, with ‘Out of Home’ and retail commencing in the coming months.
Client: LG Electronics Australia
Director of marketing: Gemma Lemieux
Corporate marketing manager: Louise Annetts
Creative agency: The Works Agency
Founding partner & creative director: Damian Pincus
Managing partner: Kristie Thistlethwaite
Strategy director: Jen Peace
Production director: Honae MacNeill
Creative project leader: Jen Hird
Creative team: Nathan Bilton, Emma Frizzell, Kat Topp, Jermaine Rowe and Nathan Moore
Production company: The Sweetshop
Director: Kate Halpin
Managing director: Edward Pontifex
Executive producer: Greg Fyson
Producer: Stu Giles
DOP: Tim Tregoning
Post-Production: Arc Edit
Editor: James Ashbolt
Post producer: Michaela Fenton
Colourist: Fergus Rotheram
Online Artist: Viv Baker
Media agency: Hearts and Science
Music supervision: Squeak E Clean Studios
Music and sound design: Squeak E Clean Studios
Music arrangement and sound design: Charlie White
Executive creative producer: Karla Henwood
Licensing manager: Chelsea Ramsden
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