[Edaily Reporter JAEMIN SONG ] LG Corp. is launching a brand campaign that features photos of smiling citizens displayed on a digital billboard in Gwanghwamun, Seoul, and supports recent graduates and engaged couples as they embark on new chapters in their lives.

LG Corp. announced on the 28th that it is launching the “Smile Project” to spread positive energy throughout society.

This project is a group-wide brand campaign that follows in the footsteps of LG Corp.’s previous initiatives, such as “I Love LG Corp.,” “The Right Future,” and “Future, Together.” It was designed to reflect on the meaning of smiles in everyday life and spread a positive atmosphere through public participation.

The first program, “Smile Moment,” is a nationwide photo contest where participants share photos capturing the moment a loved one—such as a family member or friend—is smiling. Anyone can participate by uploading a photo to the official Smile Project website by the 18th of next month.

LG Corp. will select 50 final entries following an evaluation by experts. Photos generated by artificial intelligence (AI) or those suspected of infringing on portrait rights or copyrights will be excluded from judging. The results will be announced on the official website on November 2.

The 50 selected winners can choose to receive either 1 million won in cash, a LGELECTRONICS “StandbyMe 2 Max,” or a 1.5 million won discount on LG Uplus service fees.

The final selected works will be displayed on six outdoor digital billboards in the Gwanghwamun area of Seoul this December. LG Corp. plans to allow citizens passing through Gwanghwamun Square and Sejong-daero to view the photos together and will also showcase the content through various channels, including newspaper advertisements.

LG is also hosting “Smile Class” for new employees taking their first steps into the workforce and couples preparing for marriage. Applications will be accepted on the official website until the 18th of next month, and participants will be selected by lottery.

The program for new employees will be held on November 1 at the LG Corp. Discovery Lab in Magok, Seoul. Targeted at employees hired on or after January 1, 2025, it will provide guidance on handling various workplace situations, hands-on training in AI utilization, special lectures by career experts, and role-specific mentoring.

The class for engaged couples will be held over two days starting November 6 at “Ground 220,” LGELECTRONICS’ multi-purpose cultural space in Yeongdeungpo-gu, Seoul. It will feature expert consultations on topics such as communication between spouses, sharing household chores, interior design, and financial management, helping couples explore each other’s lifestyles and values in advance.

Based on participant feedback, LG Corp. plans to explore ways to expand the target audience and scale of future Smile Classes.

A LG Corp. spokesperson stated, “The purpose of this campaign is to reaffirm the value of a smile and fill our society with positive energy,” adding, “We will not stop at a one-time event but will continue to carry out activities that bring smiles to the world.”