How LG Electronics 'rediscovered good' in 2021

Paige Murphy
By Paige Murphy | 6 August 2021

LG Electronics Australia has launched a new brand campaign, Rediscover Good.

This is the company’s first local brand campaign in over a decade and more than 21 years since the local office coined the iconic term ‘Life’s Good’, a slogan that is well recognised globally.

‘Life’ and ‘good’ have different meanings today than they did in 1999, and the past 18 months with challenging events in the community such as bushfires, floods and COVID-19, has meant LG as a brand wanted to rethink how they relate to their customers locally and what ‘Life’s Good’ means for Australians in today’s environment.

The company’s campaign, Rediscover Good, aims to playfully underscore how LG technology brings good to consumers’ daily lives through countless tiny moments, to remind and inspire them to rediscover the good in their everyday, because “Life’s Full of Good when you look for it.”

“Over the past year the pandemic has changed the way Australian families live, and this in turn has changed their relationship with the home," LG Electronics Australia marketing director Gemma Lemieux says.

"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.”

LG has created a distinctive and toe-tappingly fun creative, reframing the seemingly small moments in everyday domestic life.

The first TV spot explores a family with Generation X parents and two school-aged children enjoying a simple, yet chaotic, weekend family breakfast before racing to their child’s soccer game.

The way they interact with LG technology shows how their lives are made just a little bit easier.

The second TVC features millennial friends and housemates coming together for a fun-filled movie night at home and how LG technology is part of their daily lives through countless tiny moments.

Both TV spots aim to exemplify modern Australian life and connect with LG Electronics Australia’s customer segmentations.

The soundtrack used is much more than just a traditional score to support a narrative, it is an integral part of the overall creative which gives a sense of cohesion and ensures a melodic rhythm is maintained throughout.

The soundtrack was composed using an eclectic mix of everyday sounds and character jingles found from around the home, whilst essentially weaving these everyday moments together.

The combination of the music track from Buddy Holly’s ‘Everyday’ song, visceral sound design and split-screen collectively builds momentum and creates an engaging and exciting rhythm that is a celebration of the joy and inspires listeners to appreciate the good in everyday moments.

The Works, recently appointed by LG Electronics Australia to lead brand strategy across the company’s portfolio, including home appliances and home entertainment, spearheaded the creative direction.

The agency worked closely with film director, Kate Halpin and production company, The Sweetshop on the production and Squeak E. Clean Studios on the soundtrack.

“LG Electronics is a world-renowned brand that has a diverse portfolio of products," The Works founder and creative partner Damian Pincus says.

"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, 8 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
Sound Design & Music Licensing: Squeaky Clean
Media Agency: Hearts and Science

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