LG: Good News Billboard
An incredibly rewarding project — even if it meant spending countless hours in the heart of Times Square.
LG stands for “Life’s Good,” but too often, the world feels full of bad news. So we set out to change the tone — by creating the first-ever “living” resident of a Times Square billboard: Gil (that’s “Life is Good” spelled backwards).
As LG’s official “Good News Ambassador”, this adorable animated character had a single mission: to spread positive messages and uplifting stories from around the world — and invite passersby to do the same via text and Twitter.
On launch day (in the middle of winter no less), some of the team piled in a 4 X 6 control panel behind the board called the “meat locker” to answer people's texts to Gil in real time using the manual puppeteer mode.
We also wrapped the NY Post in Good News and Gil engaged with fans on social media.
On some occasions, Gil even left his billboard to spread good news and cheer in person.