LG Electronics Philippines received a prestigious recognition at the 60th Anvil Awards for its campaign, “LG OLED TV Illuminates Artistic Legacy at the National Museum of Fine Arts.“ The campaign won a Silver Anvil in the Public Relations Tools (Special Events) category, celebrating its innovative approach to blending technology and culture.
L-R: Mr. Jorell Legaspi, Deputy Director of the National Museum of the Philippines; Mr. Nakhyun Seong, LG Philippines Managing Director; Mr. Yongwoo Park, LG Philippines Product Director for Home Entertainment
In May 2024, LG collaborated with the National Museum of the Philippines to honor the 140th anniversary of Juan Luna’s iconic painting, Spoliarium. As part of the initiative, LG donated its cutting-edge OLED AI TVs, equipped with the advanced α11 AI Processor to enrich visuals and provide deeper historical insights, revolutionizing how visitors experience cultural artifacts.
LG Electronics Philippines receives Silver Anvil for Public Relations Tools (Special Events) category
The success of the campaign was made possible through the strategic expertise of M360 PR+Activations Agency, which played a pivotal role in the creative conceptualization and seamless execution of the project. From shaping the narrative to orchestrating impactful storytelling, the agency ensured that LG’s cutting-edge OLED technology was not just showcased but also meaningfully integrated into the cultural experience. M360 PR+Activations also curated an engaging launch event, bringing together key media partners who amplified the campaign’s reach. Beyond the launch, museumgoers experienced firsthand how innovation enhanced their appreciation of Juan Luna’s Spoliarium, solidifying LG’s role in bridging technology and heritage.
Mr. Nakhyun Seong, Managing Director of LG Philippines, shared his thoughts on the achievement, stating “At LG, supporting the arts and culture is an integral part of what we do. We are honored to collaborate with the National Museum of Fine Arts for the 140th anniversary of the masterpiece Spoliarium by Juan Luna. Through our donation, we hope to provide a deeper appreciation of Filipino artists’ works while creating an immersive and interactive experience for all visitors.“
National Museum of the Philippines Director-General Jeremy Barns, CESO III, expressed his appreciation for the initiative, stating: “At the National Museum, we are always looking for new ways to enrich how visitors engage with our cultural treasures. This collaboration with LG Electronics is a perfect example of how technology can deepen historical appreciation. Through LG’s OLED AI TVs, we are able to offer a more immersive and enlightening experience for all who come to see Juan Luna’s Spoliarium and other masterpieces.”
LG Philippines Managing Director, Mr. Nakhyun Seong and the National Museum of the Philippines Director-General Jeremy Barns, CESO III stand proudly at the National Museum of Fine Arts with Juan Luna’s Spoliarium as the backdrop. Experience art in a new light with the 2024 LG OLED AI evo TVs, featured beside the masterpiece.
The Anvil Awards, organized by the Public Relations Society of the Philippines, recognizes exemplary public relations campaigns and tools that showcase innovation and excellence. LG’s campaign stands out as a remarkable example of how modern technology can elevate the appreciation of historical and cultural treasures.
This award highlights LG’s commitment to cultural preservation, setting a benchmark for future collaborations between technology and the arts.
As LG enters its 12th year with OLED in 2025, the tech company hopes to continue to lead in the technology, break new ground, as well as push the boundaries of entertainment. LG perseveres and takes pride in supporting initiatives that bring people together, spark creativity, and promote education, aligning with LG’s brand promise of “Life’s Good” and mission of creating a better life for all through smart life solutions, here in the Philippines and around the world.
Life’s about more than having the latest technology; it’s about the experiences technology creates that impact our lives. Like and follow LG Philippines’ social media accounts (@lgphilippines) on Facebook, Instagram and TikTok and visit www.lg.com/ph for more information.
Karina is not your ordinary supermom. She juggles her time bonding with her three amazing kids while being in the loop on the latest happenings in the tech and lifestyle scene. Follow me on Instagram (@digitalfilipina) regularly visit www.digitalfilipina.com for daily dose of updates not just for moms but for everyone!
