Who: LG Electronics Canada, with Forsman & Bodenfors and Maple Leaf Sports & Entertainment. PHD Canada for media, Reprise for social media and LG-One for PR.

What: “#LifesGoodMoments,” a campaign that uses the electronics brand’s “Life’s Good” positioning, to activate its sponsorships of the Toronto Maple Leafs and Raptors at a time when live sports is still not an option.

When & Where: The campaign launches this week, running through the NHL and NBA seasons. It’s mostly a content marketing play, with a series of six videos housed on the LG, Raptors and Leafs social channels. There is also a contest component inviting fans to share their own #LifesGoodMoment for a chance to win an LG Connected Home prize pack valued at $10,000.

Why: LG has a longstanding partnership with MLSE, but it’s hard for the brand to activate around the sponsorship with no fans in the stands. The idea behind the campaign is to build what LG describes as “a similar feeling of community” outside the arena and celebrate the ability of sports to create communities.

How: The campaign launched with a 60-second ad by Forsman & Bodenfors called “Fans find a way.” The ad opens on a solemn note, acknowledging the effect the pandemic has had on sports leagues, accompanied by the standard shots of empty bars and restaurants and empty arenas. It then transitions to a more upbeat tone, showing groups that the voiceover identifies as  “indoor innovators” as they enjoy the game at home (with a little help from LG devices).

The campaign also features a series of content pieces developed by MLSE and starring former Leafs forward Wendel Clark and the Raptors’ Norm Powell. The videos show personal stories from Leafs and Raptors fans who have nominated for recognition for the work they’ve done in their community (see the first video below).

And we quote: “Naturally we recognize that conveying the LG ‘Life’s Good’ brand vision can be a delicate matter at this time. We felt it was time to shift our efforts from marketing our partnership with MLSE, to using our sponsorship platform to shine a light on the power of the human spirit and the many ways that people continue to create moments that celebrate the importance of community.” — Robin Powell, head of marketing, LG Canada