"Make the World Smile"...LG Launches New Group-Wide Brand Campaign

[Financial News] LG is launching its group-wide brand campaign, "Smile Project." The campaign builds on "I Love LG," which ran from 1995 to 2014; "The Right Future," which ran from 2017 to 2018; and "Future, Together," which ran from 2022 until recently. LG plans to revisit the value and meaning of smiles, organize various activities that bring smiles to people's faces, and continue the campaign on an ongoing basis. 
LG announced on the 28th that it had opened the official Smile Project website and launched two events. They are Smile Moment, a public photo contest inviting people to share their smiles, and Smile Class, a customized consulting program for new employees and prospective newlyweds.
Smile Moment is a nationwide photo contest inviting participants to share images capturing a smiling moment of themselves or someone important to them. Anyone can participate by uploading a photo to the official website by October 18. LG will select 50 finalists after expert evaluations based on its internal judging criteria. Entries featuring AI-generated images or posing potential violations of portrait or copyright laws will be excluded from the judging process.
The results will be announced on the website on November 2. The 50 winners will be able to choose one of the rewards, including a cash prize.
In December, LG plans to display the selected photos on six outdoor digital billboards in Gwanghwamun, Seoul, so citizens traveling through Gwanghwamun Square and the Sejong-daero area can see them. The company will also spread the smiles through the same content on various channels, including newspaper advertisements.
Smile Class is a consulting program designed to help new employees taking their first steps into society and prospective newlyweds starting new families begin these important milestones with a smile.
LG will first hold a class on November 1 at LG Discovery Lab, an artificial intelligence education center in Magok, Seoul, for new employees who joined the company on or after January 1 of last year. The curriculum includes guidance on handling various situations encountered at work, hands-on AI training, a special lecture by a career accelerator, and job-specific mentoring. It is designed to enhance the new employees' capabilities and encourage them to grow happily at the company. 
From November 6 to 7, LG will provide customized consulting for prospective newlyweds at GROUND 220, LG Electronics' multifaceted cultural space in Yangpyeong-dong, Seoul. New employees and prospective newlyweds wishing to participate in Smile Class can apply through the official website by October 18. LG will select participants by lottery and notify them individually. 
As this is the first Smile Class, LG plans to actively gather feedback from participants and review expanding the program's eligibility and scale in the future. An LG representative explained, "The purpose and spirit of this campaign are to revisit the value of smiles and fill our society with positive energy. We will continue our innovations and efforts to make the world smile, rather than letting this remain a one-off event." 

[email protected] Lim Soo-bin Reporter