Project: “Life’s Good, Let’s Play” by LG
Agency: Sportfive / build a rocket
Role:
Creative Lead
01. Challenge
LG wants to convey its position as a leader in innovation in esports and gaming.
The goal is to promote its wide range of high-quality monitors, OLED TVs, and Ultragear Gaming range to a large audience of young people who are fans of video games and pop culture.
02. Concept
“Life's Good, Let's Play” - An XXL gaming event in the heart of Paris.
Directly inspired by LG's “Life's Good” slogan, the event promotes gaming in all its forms, highlighting the brand's South Korean roots and expertise.
03. Execution
Privatization and complete refurbishment of Europe's largest gaming center, covering 2,000 square meters on Rue de Rivoli in the heart of Paris.
Creation of eight different gaming areas, free and accessible to all during the day, placing gaming and South Korea at the heart of the entertainment.
Creation of two original livestreams highlighting the unique success of esports in South Korea: “South Korea, story of an Esports leader” presented by Laure Valée and her commentators in the presence of Ambition, League of Legends world champion. “Showmatch Karmine Corp vs LCK Legends” presented by Kameto on his Twitch channel, a showmatch between the LEC team Karmine Corp and five stars from South Korea.
Results
Reach
23M
Social Media Impressions
Goodies were traded as rare items post-event
Merchandising
1000
gifts & goodies giveaways
On-site
3500
Visitors
Livestream
570K
Live views in 2 shows
Public Relations
56
Influencer & journalists attended
Exhibition
6 months
long Exhibition at Korean Cultural Center