Giant Hands Help a Miniature World Showcase LG's Commitment to Sustainability

Created in partnership with TBWA\Chiat\Day New York, LG's ‘Better Choices Make a Better World’ campaign echoes the brands commitment to sustainability from conception to execution. 

Speaking to an audience that shares LG’s belief in the power of positive change, the multifaceted campaign follows three ‘Changemakers’ who through the help of LG Home Appliances are creating a more sustainable future for us all. 

To show their commitment to sustainable initiatives, LG and TBWA\Chiat\Day New York partnered with LOBO, a global creative studio dedicated to moving images, to bring these stories to life through a certified Green production. The global campaign uses mixed-media, bringing together live-action miniatures, 3D modelling and animation to create a miniature world that represents a better world with LG appliances. Throughout the production, consulting firm Set Sustentável and Casa Causa, oversaw the production process to reduce the environmental impact through waste management initiatives. 

“LG appliances are well known for their category-creating innovation, but we do not believe in innovation for the sake of innovation. Over the years we have been raising awareness of sustainability initiatives connected to our products, and in our latest campaign we aim to connect to an audience that shares our belief in the power of positive change, the brave optimist we call changemakers,” said Sookie Roh, vice president and head of LG Electronics home appliances and air solution brand communication division. “We want to convey that our customers have the potential to change the world through the choices that they make in their daily lives.”

“When we learned about the positive, eco-conscious technology of LG’s home appliance products, it was important to us that we had the same commitment to the environment through our production craft: from the development of each unique character, to building the miniature sets, to crafting the 3D models of LG’s home appliances. We made sure that the campaign represented the same attention to detail and sustainability as LG’s products,” said Allie Lightcap, business director at TBWA\Chiat\Day New York.