The&Partnership launches second global campaign for LG

Following last year's "Light up your world" campaign, LG Electronics has reappointed The&Partnership as global creative agency for its OLED evo TV range

By creative salon

LG and The&Partnership have launched the global integrated campaign, "Light up your world", demonstrating the evolution of LG’s innovative self-lit pixel technology. The campaign will live across all LG touchpoints in 2022, from their above-the-line advertising to their owned online channels.

The global campaign features a mesmerising 80-second film, with various cut-down lengths. The film, shot by Adam Berg at Smuggler, subtly plays with the metaphor of ‘like a moth to a flame’ to demonstrate the powerful attraction of LG OLED’s light-emitting pixel technology. We see different characters from around the world in awe, transfixed by the beautiful light which shapes the world in wondrous colours. A sense of curiosity and suspense builds to then finally reveal the source of this captivating light - the market-leading LG OLED evo TV range.

The film also features a swarm of beautifully lit moths which has inspired the key visual for the whole campaign. The key visual will be featured in print, OOH and also create the screen infill for the new LG OLED evo across all channels.

Kate Oh, Vice-President at LG Electronics, said: “We’re excited to build upon the success of last year’s work with The&Partnership by continuing the ‘light up your world’ campaign with emotive, beautiful storytelling in this campaign.”

Micky Tudor, Chief Creative Officer at The&Partnership London, said: “Reimagining what it means to be drawn to light has been incredibly exciting. We made it our mission to ensure we created a film that felt truly global and universal and was deserving of being shown on an LG OLED TV. With this real focus on exquisite craft, the superiority of LG’s OLED technology shines through.”


Client: LG Electronics

Vice-President: Kate Oh

HE Customer Touchpoint Design Team Leader/Deputy Senior Manager: Chloe Kim

HE Customer Touchpoint Design Team Member: Kyan Park

Producer: Joyce Chun

Campaign Title: ‘Light up your world’

TV Model: LG OLED evo

Agency: The & Partnership

CEO: Sarah Golding

Chief Creative Officer: Micky Tudor

ECD: Toby Allen

Creatives: Arthur Harry & Ludo Thomas

Head of Integrated Production: Charles Crisp

Deputy Head of Integrated Production: Rick Carter

Agency Producer: Alfie Glover-Short

Managing Director: Gary Simmons

Account Director: Hannah Gray

Account Manager: Tara Lidstone

Chief Strategy Officer: Emily Harlock

Planning Director: Matt Linnett

Planner: Ed Davenhill

Production Company: SMUGGLER

Director: Adam Berg

Executive Producer: Fergus Brown

Producer: Ben Croker

Production Manager: Christabelle Stone

Director of Photography: Khalid Mohtaseb

Assistant Director: Jai Lusser

Production Designer - Taísa Malouf

Stylist - Ana Wainer

Production Service Company - Ocean Films

Service Executive Producer - Zahra Staub

Service Line Producer – Sebas Marini

Editor: Dave Davis @ Trim Editing

Assistant Editors: Helena Teixeira and Lorna Searl

Offline Producer: Polly Kemp

Post Production: Time Based Arts

Post Producer: Jo Gutteridge

Head of CG: Sam Osbourne

VFX Supervisor: Sheldon Gardner

Colourist: Lewis Crossfield

Audio Post Production: Factory

Audio Producer: Beth Massey

Sound Designer: Mark Hills

Music Composition: Trait Sound

Composers: Joshua Leary, Benson Herbert & Tom Field


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