LG Electronics "Campaign to Strengthen Communication with Digitally Savvy MZ Generation"

LG Electronics has released a ‘Life’s Good’ video supporting the diverse and limitless potential of the MZ generation. Directed by a teenage filmmaker, this video captures the challenges and passion of MZ generation members active as environmental activists, women’s rights advocates, media artists, and multinational band members. (From the top left, clockwise) Rapper and environmental activist Xiuhtezcatl Martinez, professional surfer and marine environmental activist Kai Lenny, yoga creator Hitomi Mochizuki, skateboarder and video production company CEO Josh Neuman, media artist Maris Jones, and film director and women’s rights activist Aicha Cherif.

[Asia Economy Reporter Changhwan Lee] LG Electronics announced on the 13th that it will launch the ‘Life’s Good’ campaign to communicate with the MZ generation, referring to the younger generation familiar with the digital environment.

The ‘MZ generation,’ a collective term for Millennials and Generation Z, includes those born from the 1980s to the 2000s. They are characterized by their familiarity with the digital environment and their pursuit of the latest trends and unique experiences different from others.

LG Electronics supports the diverse and infinite possibilities of the MZ generation through the ‘Life’s Good’ video directed and starring MZ generation members. Life’s Good is LG Electronics’ brand philosophy.

On the 12th, to commemorate International Youth Day, LG Electronics released this video on its global YouTube account. The UN established this day as International Youth Day to improve the lives, environment, and welfare of youth.

The video was directed by Amelia Conway, born in 2003. She debuted as a director at the age of 11 and has produced various videos including commercials, short films, and music videos.

The director portrayed the challenges and passion of MZ generation members active as environmental activists, women’s rights activists, media artists, and multinational bands in the video.

The video was produced using the Ontact method familiar to the MZ generation. Director Amelia Conway composed stories reflecting each individual’s characteristics through video interviews with the cast. She also directed remotely using video conferencing platforms during filming.

Director Amelia said, “I strongly resonated with the theme of Life’s Good and participated in the project. It was a meaningful work that allowed us to reflect on what makes our generation’s lives happier.”

Following the release of this video, LG Electronics plans to continue various activities communicating with the MZ generation, including a participatory project on social media to discover young and talented musicians and complete music.

Jinhong Kim, Head of LG Electronics Global Marketing Center, said, “We prepared this campaign to share the meaning of Life’s Good, LG Electronics’ brand philosophy, with the MZ generation and to support them. Through communication that aligns with the culture and trends of the younger generation, we will evolve from a sustainable brand to an adaptable brand.”

This content was produced with the assistance of AI translation services.