LG global campaign — hero film + regional sustainability playbooks.

The challenge

LG wanted to land a global sustainability story — a brand-level push to encourage consumers to make the greener choice when buying. But "global campaign" is easy to brief and hard to execute. Regional marketing teams across LG's footprint had their own languages, cultural contexts, retail calendars, and channel mixes. A single piece of creative shipped uniformly worldwide would land flat in most of them.

The challenge: build a global brand campaign that gave regional teams real assets and frameworks to execute against, without flattening their local context.

The work

I led the campaign at the global level, structured in two layers:

• Global hero film. Shot in Europe, the campaign's anchor asset — high-production-value brand storytelling that aligned to the sustainability narrative and could run in any market.
• Regional playbooks. For each region, a customized playbook for executing the social, media, content, and digital asset strategy. Same brand frame, different cultural and channel nuances. Local teams adopted what fit their market and adapted what didn't.

The approach respected what regional marketing teams know that global teams don't, while keeping the brand story coherent across markets.

The outcome

A campaign that ran globally without reading as imposed. The hero film carried the brand story; the regional playbooks carried the execution. Sustainability messaging landed in cultural register in each region rather than translating awkwardly from a single global frame.

The lesson generalizes — global brand campaigns succeed or fail on the regional execution layer. The hero film is necessary but not sufficient.