LG’s “Rediscover the Good” Campaign Reminds Us to Smile

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LG Electronics Australia launched its first local brand campaign in over a decade, “Rediscover Good”.

At a time when loss, blockages and an uncertain future have become all too common, the campaign aims to bring back some joy. “Rediscover Good” aims to playfully highlight how LG technology brings good to consumers’ daily lives through countless little moments, to remind and inspire them to rediscover the good in their lives.

The easy to spot hum features LG electronics whirring to the beat of Buddy Holly’s “Everday”. The kids jump on the bed far too early, the pancakes hit the floor, but these are the big little nuances of everyday life.

“Over the past year, the pandemic has changed the way Australian families live, which in turn has changed their relationship with the home. At the same time, more consumers than ever were interacting with LG Electronics products at home. Our products are popular in the past, but over time our brand has become more functional and has not had a unique local identity, ”said Gemma Lemieux, Director of Marketing at LG Electronics Australia.

“We wanted to find a way to connect more authentically with Australian consumers. Creating a holistic campaign that portrayed 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 always at the core of who we are at LG Electronics Australia, this program makes it much more accessible and relevant to our local audience. “

“We wanted to find a way to connect more authentically with Australian consumers. Creating a holistic campaign that portrayed 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 always at the core of who we are at LG Electronics Australia, this program makes it much more relevant and relevant to our local audience, ”Lemieux continued.

The Works, a subsidiary of Capgemini, recently appointed by LG Electronics Australia to lead branding across the company’s portfolio, including appliances and home entertainment, has spearheaded the creative direction. The agency worked closely with director Kate Halpin and production company The Sweetshop on the production and Squeak E. Clean Studios on the soundtrack.


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