LG points out ways to live more sustainably in sunny new spot

Using live-action miniatures, 3D modeling and animation, the campaign from TBWA\Chiat\Day NY encourages upcycling and reducing food waste

Published On
Nov 16, 2023
Better Choices Make A Better World sign

Editor's Pick

Brands are aware of how important sustainability is in marketing, but a new campaign from LG spotlights specific ways consumers can live a more sustainable lifestyle.

In the “Better Choices Make a Better World” campaign from TBWA\Chiat\Day New York, the audience follows three “changemakers” as they use LG Home Appliances to live life a little more green.

The global campaign launched with a hero film shot in partnership with creative studio LOBO using mixed media, including live-action miniatures, 3D modeling and animation to create a miniature world. 

 

A giant hand gently nudges the fuzzy stop-motion characters toward ways to live more sustainably, from recycling clothing and preventing food waste to planting gardens. Each character also uses LG appliances to be more sustainable, including using less water in wash cycles and keeping temperatures moderate on their air conditioning units.

Three shorter spots will round out the campaign, each highlighting the one of the characters in the hero film supporting the Kitchen, Air Solutions and Living appliance categories. 

The campaign was a certified green production, with LG, TBWA\Chiat\Day and LOBO consulting with Set Sustentável and Casa Causa to reduce the project’s environmental impact through waste management initiatives. 

Credits

Date
Nov 16, 2023
Client :
LG
Agency :
TBWAChiatDay New York
Vice President of Brand Home Appliances Division :
Sookie Roh
Brand Marketing Team Lead Home Appliances Division :
SH Yuh
Brand Marketing Team Home Appliances Division :
Jaeho Yang
Brand Marketing Team Home Appliances Division :
Hyunjung You
Brand Marketing Team Home Appliances Division :
Claire Ahn
Chief Executive Officer :
Nancy Reyes
Chief Creative Officer :
Amy Ferguson
Chief Strategy Officer :
James Sowden
Managing Director Business Management :
Shannon Nunn
Head of Integrated Production :
John Doris
Executive Creative Director :
Walt Connelly
Executive Creative Director :
Marco Martins
Sr. Art Director :
Royston Ang
Sr. Copywriter :
Patrick Burke
Sr. Art Director :
Belen Aragon
Associate Creative Director :
Maya Rao
Executive Design Director :
Eric Kopicki
Executive Producer / Associate Director of Integrated Production :
Tina Lam
Senior Integrated Producer :
Natasha Tkach
Integrated Producer :
Taylor Kigar
Associate Integrated Producer :
Tara Keith
Director of Business Affairs :
Thalia Tsouros
Senior Business Affairs Manager :
Anne-Camille Charpié
Ex. Strategy Director :
Felix Yip
Ex. Strategy Director :
Yin Chung
Ex. Strategy Director :
Anthony Hamelle
Strategy Director :
Elliot Carter
Senior Strategist :
Gabriel Ornelas
Strategist :
Gina Kim
Global Business Lead :
Melissa Hill
Business Director :
Allie Lightcap
Senior Business Manager :
Surina Mehta
Senior Business Manager :
Tori Bowser
Business Manager :
Riyad Alam
Director Marketing & Communications :
Carly Wengrover
Production Company :
Lobo
Creative Director :
Mateus de Paula Santos
Director :
Mateus de Paula Santos
Director :
Gabriel Nobrega
Executive Producer :
Luis Ribeiro
1st AD :
Pedro Sokol
1st AD :
Diego Sossa
Director of Photography :
Lucas Andrade Barreto
VFX Supervisor :
Leandro Pena
Still Photographer :
Nidin Sanches
Art Director :
Mateus de Paula Santos
Lead Set Designer :
Borys Marques de Castro Lage Duque
Line Producer :
Francisco Puech Leao
Line Producer :
Fernando Alcântara
Storyboard Artist :
Antônio Soares Neto
Storyboard Artist :
Rafael Fernandes
Storyboard Artist :
Erica Nagai
Storyboard Artist :
Rômulo
Head of Production :
Clara Morelli
Head of Post Production :
Marcelo Barbosa
Producer :
Paula Nobre
Producer :
Su Constantine
Post-production Coordinator :
Rosângela Gomes
Post-Production Producer :
Eduardo Silva
Post-Production Producer :
Ricardo Vaz
Post-Production Producer :
Patrícia Signorini
Editor :
Eduardo Silva
Editor :
Pedro Falcone
Editor Assistant :
Matheus Miglionico
Compositing Supervisor :
Leandro Pena
Compositing Artist :
Carlos Campos
Compositing Artist :
Nara Andrade
Compositing Artist :
Leo da Silva
Rotoscope :
Gassan Abd Abdouni
Rotoscope :
Ricardo da Costa
Rotoscope :
Rogério Merlindo
CG Coordinator :
Marisa Ditleff
CG Supervisor :
Fabio Shigemura
Modeling :
Guto Espósito
Modeling :
Natan Zuanacci
Modeling :
Marcos Smirkoff
Modeling :
Marcel Fukuwara
Modeling :
Marcel Tsuruda
Modeling :
Natan Ernani
Modeling :
Lucas Lira
Rigging Supervisor :
Rafael Dias Joy
Rigging :
Rafael da Silva
CG Animation :
Larissa Paz
CG Animation :
Michael Maron
CG Animation :
Camila Silva
CG Animation :
Camila Fazolin Xavier
CG Animation :
Léo Zitto
CG Animation :
Mendel Mendes
CG Animation :
Gustavo OES
CG Animation :
Nicolás Luna
CG Animation :
Fabiano Gama
CG Animation :
Renata Ribeiro
CG Animation :
Andre Lorenzinni
CG Animation :
Chan Tong Yun
Lighting & Rendering :
Rafael Migliorini
Lighting & Rendering :
Maurício Pirillo
Lighting & Rendering :
Patrícia Lobo Netto
Lighting & Rendering :
Tiago Mesquita
Lighting & Rendering :
Marcel Fukuwara
Lighting & Rendering :
Tiago Peretto
Lighting & Rendering :
Victor Trovatto
DMP Lead :
Ricardo Riamonde
DMP Artist :
Bianca Vianni
DMP Artist :
Sergio Faria
Motion Graphics Artist :
Estevão Santos
Ingest / Conform / Delivery :
Marcos Tavares
Ingest / Conform / Delivery :
Fábio Augusto
Ingest / Conform / Delivery :
Isabela Balbo
Concept Art :
Débora Matsuda
Concept Art :
Rafael Fernande
Concept Art :
Marcos Felix
Concept Art :
Wilson Panassi
Concept Art :
Alexey Voltolino
Concept Art :
Pedro Jones
Concept Art :
Felipe Jornada
Concept Art :
Rômulo
Concept Art :
Magno Coutinho
2D Animation :
Anderson Omori
Cleanup and Color :
Anderson Omori
Research :
Carolina Mendes
Research :
Rapha Amário
Research :
Karin Cristina
Color :
Company3
Colorist :
Tim Masick
Color Producer :
Ryan Moncrief
Color Assistant :
Stephen Winterhalter
Color Assistant :
Quinn Wright
Artist :
Reynaldo Mesa Junior
Writer :
Reynaldo Mesa Junior
Producer :
Reynaldo Mesa Junior
Music Producer :
Scott Greer
Sound Design/Mix :
Mr. Bronx
Sound Design/Mix :
Eric Hoffman
Assistant Mixer :
Michael Artuso
Audio Post EP :
Hanna Choi
Audio Post Associate Producer :
Maggie Norsworthy

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