LG Saudi Arabia: Life’s Cool Gen Z Campaign Microsite
LG wanted its Life's Cool campaign to feel genuinely relevant to Gen Z in Saudi Arabia. We built a bilingual interactive microsite that turned the audience into the creators.
Gen Z has zero patience for generic ads.
LG wanted to launch a Life’s Cool campaign targeting Gen Z in Saudi Arabia, a demographic with low tolerance for generic brand marketing and high expectations for digital experiences. The campaign needed to work in both Arabic (RTL) and English (LTR), and feel genuinely relevant to how Gen Z lives online.
- A demographic with low tolerance for generic brand marketing
- High expectations for digital experiences
- Had to work in both Arabic (RTL) and English (LTR)
- Had to feel native to how Gen Z lives online
Stop advertising at Gen Z. Start creating with them.
The plan: stop advertising at Gen Z and start creating with them.
Design for the audience
Custom illustrations reflected the cool lifestyle aspiration while integrating LG products naturally, not staging them as ads.
Build bilingual
A fully bilingual interactive microsite, Arabic RTL and English LTR, built for the way the audience actually browses.
Make it theirs
Users selected lifestyle illustrations featuring LG products, added personalised phrases, and submitted their own creation.
Show it off
Submissions appeared in an online gallery, turning participation into shareable content.
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