LG Electronics Philippines earned a prestigious Silver Anvil at the 60th Anvil Awards for its campaign, “LG OLED TV Illuminates Artistic Legacy at the National Museum of Fine Arts.” Recognized in the Public Relations Tools (Special Events) category, the campaign showcased LG’s innovative approach to blending technology with cultural heritage.
In May 2024, LG partnered with the National Museum of the Philippines to celebrate the 140th anniversary of Juan Luna’s iconic painting, Spoliarium. As part of the initiative, LG donated its state-of-the-art OLED AI TVs, powered by the α11 AI Processor, to enhance visual storytelling and deepen historical insights. This groundbreaking integration transformed the way visitors experienced cultural artifacts, making history more immersive and interactive.
The campaign’s success was made possible through the strategic expertise of M360 PR+Activations Agency, which played a vital role in creative storytelling and seamless execution. From conceptualizing the narrative to curating an impactful launch event, M360 ensured LG’s OLED technology was not only showcased but also meaningfully woven into the cultural experience. Media partners further amplified the campaign’s reach, while museumgoers witnessed firsthand how innovation enriched their appreciation of Spoliarium.
LG Philippines Managing Director Nakhyun Seong expressed his pride in the collaboration, stating:
“At LG, supporting arts and culture is at the heart of what we do. We are honored to work with the National Museum of Fine Arts for the 140th anniversary of Spoliarium. Through our OLED donation, we hope to offer a deeper appreciation of Filipino artistry while creating an immersive experience for all visitors.”
Echoing this sentiment, National Museum of the Philippines Director-General Jeremy Barns, CESO III, shared: “We constantly seek new ways to enhance how visitors engage with our cultural treasures. This collaboration with LG Electronics is a perfect example of how technology can deepen historical appreciation. Thanks to LG’s OLED AI TVs, guests can now enjoy a more immersive and enlightening experience when viewing Spoliarium and other masterpieces.”
The Anvil Awards, organized by the Public Relations Society of the Philippines, recognizes outstanding public relations campaigns that embody innovation and excellence. LG’s campaign stands out as a pioneering example of how modern technology can elevate the appreciation of history and culture.
As LG enters its 12th year with OLED in 2025, the company remains committed to pushing the boundaries of entertainment and smart technology. By supporting initiatives that unite people, inspire creativity, and promote education, LG continues to uphold its brand promise of “Life’s Good”—creating a better life for Filipinos and audiences worldwide.
Experience more with LG. Follow @lgphilippines on Facebook, Instagram, and TikTok, and visit www.lg.com/ph for updates on the latest innovations.
