LG launches ‘Smile Project’ brand campaign

LG has launched the ‘Smile Project’, a group-wide brand campaign designed to spread positive energy and the value of smiling throughout society. This initiative succeeds previous LG brand projects such as ‘I Love LG’, ‘Right Future’, and ‘Future, Together’.

The campaign features two primary programs: the ‘Smile Moment’ photo contest and the ‘Smile Class’ consulting series. The ‘Smile Moment’ contest invites the public to submit photos capturing smiling moments of themselves or loved ones by October 18. Fifty winners will be selected to receive prizes, including cash or LG products, and their works will be displayed on outdoor electronic billboards in Gwanghwamun, Seoul, this December.

The ‘Smile Class’ provides tailored consulting for new employees and engaged couples. For new employees, the program offers career mentoring, AI practical training, and workplace adaptation tips. For engaged couples, sessions will cover communication skills, financial management, and interior design consulting. LG plans to review expanding the scale and target audience of these classes based on initial participant feedback.