LG has launched a new group brand campaign called the 'Smile Project,' focusing on smiles in everyday life. The initiative aims to engage customers through a photo contest and programs for new employees and engaged couples, expanding positive brand experiences.
On September 28, LG announced the opening of the official website for the 'Smile Project,' inviting participants for 'Smile Moments' and 'Smile Classes.'
Smile Moments is a photo contest where participants can share pictures capturing smiles of themselves or loved ones. Anyone can participate until October 18. LG will select 50 finalists through expert judging.
The selected works will be displayed simultaneously on six outdoor digital billboards in the Gwanghwamun area of Seoul in December. The 50 winners will have the choice of receiving 1 million won in cash, an LG StandbyME2 Max, or a 1.5 million won discount on LG Uplus services.
Additionally, 'Smile Classes' will be offered for new employees and engaged couples. New employees will receive training on workplace skills, practical applications of artificial intelligence (AI), and mentoring by job function. Engaged couples will learn about communication, household responsibilities, and receive consulting on interior design and financial management.
Since 2022, LG's 'Future Together' campaign has won the Korean Advertising Association's 'Advertising of the Year' award in the print category for three consecutive years. This new project marks a shift from previous campaigns that emphasized technology and future values, now focusing on everyday emotions and customer participation.
The Smile Project is part of LG's ongoing brand initiatives, following 'I Love LG' launched in 1995, 'Right Future' in 2017, and 'Future Together' in 2022. LG plans to continue various programs centered around the theme of smiles rather than treating it as a one-time event.
An LG representative stated, "The purpose of this campaign is to reflect on the value of smiles and fill our society with positive energy. We will consistently strive for innovation and efforts that make the world smile, rather than limiting ourselves to a single event."
* This article has been translated by AI.
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