'Smile Moment' photo contest open through Oct. 18

Campaign aims to fill everyday life with positive energy through smiles

LG Group launches its "Smile Project" brand campaign to spread positive energy throughout society. [LG Corp.]
LG Group launches its "Smile Project" brand campaign to spread positive energy throughout society. [LG Corp.]

LG Group is launching a brand campaign called the "Smile Project" to spread positive energy across society.

The group announced Monday that it has organized the group-wide brand initiative to reflect on the value and meaning of smiles and encourage more of them in everyday life.

The campaign extends a line of earlier LG Group brand efforts: "I Love LG," which ran from 1995 to 2014; "The Right Future," from 2017 to 2018; and "Future, Together," which began in 2022. The most recent campaign, "Future, Together," drew wide attention as a corporate PR effort, winning the grand prize in the print category at the Korean Academy of Advertising's Ad of the Year awards for three consecutive years.

LG Group has launched an official Smile Project website and opened a participatory photo contest called "Smile Moment," which invites people to share photos capturing a smile — their own or that of someone dear to them. Submissions are accepted through Oct. 18.

A panel of experts will select 50 final works from the entries. Images generated by AI or those that may infringe on portrait or copyright rights will be disqualified. Results will be announced Nov. 2.

The 50 winners may choose one of three prizes: 1 million won ($735) in cash, an LG Electronics StanbyME 2 Max, or a 1.5 million won discount on LG Uplus service fees. The winning entries will be displayed on six outdoor digital billboards around Gwanghwamun in Seoul and in newspaper advertisements in December.

LG Group will also hold a consulting program called "Smile Class," designed to help new employees taking their first steps in the workforce and engaged couples preparing to start a family begin these important life milestones with a smile.

On Nov. 1, LG Group will hold a session at LG Discovery Lab in Magok, Seoul, for employees who joined the company on or after Jan. 1, 2025. The program will cover workplace tips, hands-on AI practice, career talks and job-specific mentoring.

On Nov. 6 and 7, a program for engaged couples will be held at Ground220, LG Electronics' multipurpose cultural space in Yangpyeong-dong, Seoul. It will offer tailored consulting sessions on topics including communication between couples, dividing household chores, interior design and financial planning for the future.

"The purpose of this campaign is to reflect on the value of smiles and fill our society with positive energy," an LG Group official said. "We will not stop at a one-time event but will consistently pursue the innovation and effort needed to make the world smile."


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