By John Glenday, Reporter

May 16, 2022 | 2 min read

South Korean consumer goods giant LG has teamed up with The&Partnership to shine a light on the benefits of self-lit pixel technology.

‘Light up your world’ is a short film that plays on the metaphor ‘like moths to a flame’ to show how the captivating sight of illuminations can inspire wonder among all who see them.

Shot by Adam Berg at Smuggler, the nocturnal showpiece likens rays of light piercing the gloom of an urban cityscape to the light-emitting pixel technology of the brand’s Evo range of OLED TVs, which promises to bring the beauty of the natural world into your living room.

The piece shows citizens enthralled and captivated by mysterious rays of colored light dancing through windows and reflecting off surfaces. Only at the end of the film is the true source of the light show revealed – the LG OLED Evo TV.

Kate Oh, vice-president at LG Electronics, said: “We’re excited to build upon the success of last year’s work with The&Partnership by continuing the ‘light up your world’ campaign with emotive, beautiful storytelling in this campaign.”

Micky Tudor, chief creative officer at The&Partnership London, added: “Reimagining what it means to be drawn to light has been incredibly exciting. We made it our mission to ensure we created a film that felt truly global and universal and was deserving of being shown on an LG OLED TV. With this real focus on exquisite craft, the superiority of LG’s OLED technology shines through.”

The campaign will span both above-the-line advertising and owned online channels throughout the year.

The&partnership Creative Works Technology

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