LG infuses art into daily products with new OOH campaign

LG has partnered with Digital Art Fair again to create a large-scale outdoor advertising campaign, and a live art installation with digital artist Zenavi. 

The artwork illustrates four key elements of LG's innovative products that improve daily life, allowing everyone to experience the beauty of life, even when they are living busy, stressful lives amidst the bustling city environment. 

Also known as the “Jar of life”, which features the “Life is better when together” art firm, the art project aims to showcase the joys of life and heartwarming moments which make people’s stories dynamic and captivating.

LG chose to partner with Zenavi as she is a digital artist highly acclaimed for creating unique artistic works in a vibrant style, excels at crafting complex kaleidoscopic patterns and thereby conjuring fantastical worlds, according to the release.  

This artistic creation emphasises that a good life is composed of four interconnected aspects: living, enjoyment, rest, and feeling. Each aspect is brought together into a unique "Jar of Life", which LG fills with its innovative products to help capture and preserve life's important moments. The campaign aims to reveal the essence of "Life's Good," while realizing a vision for a better life for all. 

“Colorful and intricate jars are a big part of my art style, a symbol of memories we can cherish and bring with us everywhere. To incorporate something I value into "The Jars of Life", a fun and colourful journey of discovering LG products, has been a dream come true."  

On the other hand, LG has partnered with media agency PHD for the booking of large-scale billboard at Causeway Bay Island Beverley Shopping Centre for the display of the main creative, while SPRG, the brand's PR agency planned on the set up of the "Jar of Life" art installation in Causeway Bay's Fashion Walk and Paterson Street.

LG hopes to combine art, lifestyle and technology, letting people experience the joy and value of life more deeply. Moreover, it aims to show that when every aspect of life is meticulously cared for, people are able to realise the vision of "Life is better when together". 

LG's managing director, Yuri Han, said, "Optimism is all around us; it's not just an attitude, but a power that enlightens life. Hong Kong is a vibrant city full of energy and opportunities. We hope this activity will convey an optimistic message to our friends in Hong Kong, letting everyone feel the beauty of life through this artistic endeavour." 

Han added, "We hope everyone can come to Causeway Bay to appreciate the 'LG better life journey' concept which we have designed through our passion for caring for you. Here, you can experience the surprises and joy of life through the integration of art, technology and innovative products which help everyone overcome those daily challenges in life." 

Digital Art Fair founder and Global Fair director, Gillian Howard, said, "I'm thrilled to enter our third year of collaboration with LG. This campaign of infusing art into daily products highlights LG's commitment to supporting creative power in Hong Kong, uplifting young artists, and most importantly, bringing positivity to our everyday lives." 

Zenavi said, "I am so honoured to have been given the chance to share my art through this project with LG and Digital Art Fair, allowing creative expression for me while expanding the Jar ideas into their own.” 

MARKETING-INTERACTIVE has reached out to LG for more information. 

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