// case study
LG Life's
Good Campaign
A two-part campaign that utilized influencers and a music competition to expand LG's brand awareness amongst younger consumers.
ROLE
Global
B2C
Digital
Website
Experiential
SERVICE
Creative Strategy
Production Planning
Social Media
Copywriting
The project.
One of Korea's most trusted brands, LG Electronics has a long history of making durable, high-quality products that pushed it to the top of Korea's electronics market. The brief was to expand knowledge of LG's brand to younger audiences around the world, so Krema produced the Life's Good Project in 2020, a two-part campaign made by young people, for young people.
Film
Organizing global influencers.
The first portion of the campaign featured influencers Kai Lenny, Aicha Cherif, Xiuhtezcatl Martinez, Josh Neuman, Maris Jones, and Hitomi Mochizuki alongside music group Superorganism in a short film. Production was remote, with teams spread across several different countries. Director Amelia Conway conducted remote interviews with all of the participants and worked to fit each story into a larger narrative that discussed how living your passions makes life good.
Life's Good - Brand Manifesto
FILM
Life's Good - Behind The scenes
FILM
Life's Good - LG
FILM
Music
Bringing musicians together.
The second portion of the campaign was an audition program: GRAMMY Award-winning R&B artist H.E.R. wrote the chorus of a song centered around LG's "Life's Good” slogan and invited musicians around the world to add to the song. Musicians could participate by singing or playing on the instrument of their choice. Ultimately, three were chosen to create a finished version of the song under H.E.R.'s guidance.
Life's Good - H.E.R. Teaser
Music
Life's Good - H.e.r. meet up
Music
Life's Good - official video
music
// CASE STUDY
LG Life's Good Campaign 2020
A two-part campaign that utilized influencers and a music competition to expand LG's brand awareness amongst younger consumers.
One of Korea's most trusted brands, LG Electronics has a long history of making durable, high-quality products that pushed it to the top of Korea's electronics market. The brief was to expand knowledge of LG's brand to younger audiences around the world, so Krema produced the Life's Good Project in 2020, a two-part campaign made by young people, for young people.
One of Korea's most trusted brands, LG Electronics has a long history of making durable, high-quality products that pushed it to the top of Korea's electronics market. The brief was to expand knowledge of LG's brand to younger audiences around the world, so Krema produced the Life's Good Project in 2020, a two-part campaign made by young people, for young people.
ROLE
Branded Media
Digital Campaign
Experiential
Influencer
Digital Campaign
Experiential
Influencer
