LG ‘MY JOURNEY’: A SERIES OF FILMS SHOWCASING EVOLUTION
In the build up to EURO 2024, LG tasked us with partnering them with a number of high-profile footballers to launch the new LG OLED evo through a social-first content series.
The key message that the brand wished to communicate was the evolutionary journey they had been on in developing the technology behind this new TV. To do so, we drew parallels between this evolution and the paths our footballers had taken in becoming the players they are today - growing and improving over time.
In each film, we asked the player what one word they would use to define their footballing journeys, before listening to them discuss their careers to date and reminisce about childhood photos and videos displayed on the TV in front of them.
Though the series as a whole shared the same overarching theme, each film had a unique narrative, with James Maddison talking about his ‘belief’ in himself, Cody Gakpo discussing why he felt ‘blessed’, Jorginho explaining the importance of his ‘resilience’, Xavi Simons describing his ‘obsession’ with football and Ibrahima Konaté revealing that ‘determination’ has been central to his journey.
The series offered an intimate insight into the players, naturally integrating the product into the content in the process and leaving the viewer feeling inspired.
Michael Johnson, Managing Partner, said: “We’re incredibly proud to have worked with LG to deliver this series. Alongside our production partners at Third Man Run, we wanted to go beyond a simple ‘product demo’, and instead naturally integrate the TV and brand messaging into content with an emotive, cinematic feel that truly engaged the audience.”
The full episodes were organically posted on the respective players' Instagram channels in collaboration with the local LG market that was relevant to them. In addition, a supplementary paid social campaign featuring the content also drove further visibility.