Transparent Conversations, LG
YEAR: 2023
CLIENT: LG
ROLE: creative director
AGency: cogs & marvel
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CHALLENGE
LG was looking to continue the Transparent Conversations program with a bespoke roadshow and content designed to spark conversations and awareness around Mental Health on campuses with a new agency and new design approach.
They were also looking to extend their tagline, “Life’s Good,” in a way that resonates deeply with college students and student-athletes.
THE SOLUTION
Students should feel empowered to lead conversations on mental health and make a real impact, with LG enabling greater awareness and facilitating those conversations. Taking influence from sports lingo, Champion Change captures the courage and potential every student has to make their home campus a healthier place.
This theme is woven throughout the program experience, adding color, context, and intrigue to the Transparent Conversations program name.
Open conversations deserve an open platform—which is why the new traveling studio opens up into a functional set piece. This design bridges the space between the speakers and the audience, with a communal atmosphere that elevates the studio presentation. The LG brand carries a strong presence across the stage interior and environmental elements. LG Active Red shines as the core color, communicating the brand identity across various elements within the space. Wood accents deliver on the brand value of bringing warmth to everything LG does. As a whole, the space feels vibrant, young and, clean.
THE DETAILS
The phone booth is powered by the magic of storytelling. Continuing our mission to give everyone a platform to share their experiences and learn from others, this special booth lets students record their own stories, or listen to others’. Recorded content can be curated and featured on the podcast, as well as made available on the microsite to showcase LG’s commitment to authentic stories from real students.
For students who want to feel even more connected to the live discussion, this walk-up listening station is designed for them. Branded headphones hang playfully, welcoming students to sit down and participate. Whether tuning in to a live show or grabbing a seat in between programmed sessions, the listening station gives students a gathering point to feel more deeply integrated into the conversation.
WAYFINDING & SIGNAGE
We’re bringing LG’s illustrative brand characters into the physical world in this series of unique signage that welcomes students and gives LG a human presence. The custom-designed wall encourages students to take the Champion Change pledge and make a difference their own way. Join LG’s positive, love-emitting characters for a unique photo moment — the perfect way to share the pledge, show your commitment, and inspire others.
A CHAIN FOR CHANGE
We want our audience to have feelings of excitement and meaningfulness about the event before it’s even arrived on campus. These Champion Change cards are empowering, delightfully surprising, and help establish LG as an advocate for mental health, creating a space for students to be honest, vulnerable, and real. Student BAs will distribute these cards initially, but the cards are meant to be continuously passed on, creating a chain that can extend throughout the entire campus, gathering momentum as it becomes an increasingly familiar presence.
STRONGER TOGETHER
Transparent Conversations celebrates each of our unique journeys, challenges, and triumphs. To give every student a chance to tell their story, we’ll drive our audience to the program microsite, where they can contribute their own story of mental health and wellness. This content will be curated, and the strongest moments will be integrated into the podcast and highlights programming, establishing Transparent Conversations as a valuable resource for students across the nation. Because together, our stories make us stronger.
PLUS UP PROGRAM EXPERIENCE
Anticipation. Pride. Purpose. We’re giving mental health conversations a stable on-campus home with this bespoke basketball court.
Installed in the days before the roadshow comes, the court builds buzz and showcases commitment. The roadshow will activate in on the court itself, now a boldly branded foundation for all the other environmental elements to sit upon.
Afterwards, we’ll support on-campus mental health resources, letting them use the court as a special space for their own events as they continue the conversation.
