LG has launched the ‘Better Choices Make a Better World’ campaign via TBWA\Chiat\Day New York. The campaign aims to higlight LG’s commitment to sustainability from conception to execution. The campaign follows three ‘Changemakers’ who through the help of LG Home Appliances are creating a more sustainable future generations to come.
For the campaign, LG and TBWA\Chiat\Day New York partnered with LOBO, a global creative studio dedicated to moving images, to bring the stories to life through a certified Green production.
The global campaign uses mixed-media, bringing together live-action miniatures, 3D modeling and animation to create a miniature world that represents a better world with LG appliances. Throughout the production, consulting firm Set Sustentável and Casa Causa, oversaw the production process to reduce the environmental impact through waste management initiatives.
The campaign is also supported by films for each home appliance product category across the Kitchen, Living, and Air Solutions Business Units.
“When we learned about the positive, eco-conscious technology of LG’s home appliance products, it was important to us that we had the same commitment to the environment through our production craft: from the development of each unique character, to building the miniature sets, to crafting the 3D models of LG’s home appliances,” said said Allie Lightcap, Business Director at TBWA\Chiat\Day New York.
“We made sure that the campaign represented the same attention to detail and sustainability as LG’s products.”
“LG appliances are well known for their category-creating innovation, but we do not believe in innovation for the sake of innovation. Over the years we have been raising awareness of sustainability initiatives connected to our products, and in our latest campaign we aim to connect to an audience that shares our belief in the power of positive change, the brave optimists we call changemakers,” said Sookie Roh, Vice President and head of LG Electronics Home Appliances & Air Solution Brand Communication Division.
“We want to convey that our customers have the potential to change the world through the choices that they make in their daily lives.”