Why is this work relevant for Brand Experience & Activation?

Aims to inspire empathy by proposing “Proper Clothing Care in Everyday Life” rather than just selling a product(LG washing machine), thereby organically conveying benefits of the product.

Background

- Increase in awareness and alertness regarding environmental issue after COVID-19 - High level of interest in ‘Environment’(EU), following North America - 29% of increase in volume of ‘Environment’ and ‘Sustainable Consumption’ related keywords mentioned online in EU compared to ‘19 - 5.8 million tons of fabric waste is created in Europe every year

Describe the creative idea (20% of vote)

Creating A New Earth Conscious Lifestyle Together with LG 5.8 million tons of fabric waste is created in Europe every year. The small actions we take, such as caring for our clothes properly so that they last longer, can help us create a sustainable tomorrow. also, LG and NET-A-PORTER have teamed up with three designers in a bid to practice #CareForWhatYouWear campaign for a conscious clothing lifestyle and launched LG x NET-A-PORTER Sustainable Collection together. Experience LG’s sustainability value through our entirely machine-washable capsule collection. and a portion of the proceeds will be donated to environmental organizations.

Describe the strategy (20% of vote)

Europe market target, 25-55MF

Describe the execution (30% of vote)

- from Nov 2020 - Dec 2020 - campaign target market: UK, France, Spain, Italy, Germany, Denmark, Norway, Finland - media: Youtube, Facebook, Instagram - collaboration channel: NET-A-PORTER (luxury fashion retailer in Europe)

List the results (30% of vote)

- donation will be happened in June 2021 - 66M view, 46% user watched 100% of brand film, 0.53M clicks - 1,876 users joined campaign social event, 16.8K social action - 162K visitors in campaign website, 47K clicks - LG x sustainability buzz increased 67%

Please tell us about the cultural insight that inspired the work

- Propose ways to change behavior during the entire course of clothing consumption (purchase -> care -> discard) - Propose proper clothing care habits by using LG products