LG Electronics Australia has introduced its latest campaign, ‘Life’s Good with Optimism’, at an event held in its new office in Parramatta, Sydney. Following the global campaign launch in August 2023, LG is redefining ‘Life’s Good’ and empowering individuals to find positivity in everyday life.

“For us, Life’s Good is more than a slogan, it’s our brand promise that has guided everything we have done since its introduction in 1999,” LG Electronics Australia marketing director, Gemma Lemieux said.

“Through local research, Life’s Good – which was developed here in Australia – defines Australians’ zest for life and the essence of those words transcend geographically because we can all relate to the meaning behind Life’s Good.

“Even more important during challenging times, optimism is about finding the light when things are at their darkest. It’s about inspiring and encouraging people, especially young people, to embrace the idea of being optimistic in their everyday lives.

“At LG, Gen Z is a big focus because they are our future, but they face a difficult intersection in their lives when it comes to social media, the environment, and their personal life. This generation, more than any, could do with a way they can create a happy and fulfilled life.

“Part of our brand reinvention is also returning to some of our core values – our uncompromising customer service and human-centric innovation – alongside the roll out of our dynamic and vibrant new identity. We want to ensure that our optimistic perspective is deeply rooted in everything we do as a brand.

“In Australia, we are delighted to partner with musician and athlete, Cody Simpson for this campaign because of his approach in creating his own happy and fulfilled life – which is what the Life’s Good message is all about. We want people to use this campaign to take inspiration for their own lives.

“We also want to extend our focus beyond products to being more customer-centric and becoming a smart life solutions company, focusing on the diverse life experiences of our customers.

“For this specific campaign, we know it takes bravery to be optimistic. It can be difficult to believe in optimism and see it in everyday life, but those who choose to be optimistic, can truly experience a better life.”

To mark the launch of the campaign, LG hosted ambassador, Cody Simpson and author, keynote speaker and entrepreneur, Emma Carey, best known as ‘the girl who fell from the sky’ for a panel discussion at the LG office.

Both Simpson and Carey opened up about pivotal life moments where embracing optimism set them on the path to lead better lives.

It’s been about four years since Simpson turned his focus away from his music and towards competitive swimming.

“My life has been a rollercoaster ride of highs and lows, but optimism has always been my anchor. I’m a true believer in the power of positivity, and I’m proud to team up with LG to encourage Australians to embrace life’s challenges with a positive mindset. Life’s Good when you view every challenge as an opportunity for growth and to become a better, stronger version of yourself,” Simpson said.

In 2013, Carey was in a freak skydiving accident in the Swiss Alps when her parachute tangled and strangled her skydiving instructor, causing them to fall 15,000 feet. The free fall left her with a broken spine, shattered pelvis and crushed spinal cord. Carey was paralysed from the waist down and told she would never walk again, but she slowly regained feeling in her legs and learned to take her first steps.

During the discussion, Carey said: “After living and fighting through some of the hardest days of my life, I’ve learned to believe in the possibility of good. In difficult times, there’s a million reasons why it’s easier to just give up and accept the path we are on. But my message to Australians is that if we can, we must.”