CinemaBravo

LG Electronics Philippines earned prestigious recognition at the 60th Anvil Awards, taking home a Silver Anvil in the Public Relations Tools (Special Events) category for its campaign, LG OLED TV Illuminates Artistic Legacy at the National Museum of Fine Arts. This award highlights the company’s innovative approach to integrating technology with cultural preservation.

In May 2024, LG partnered with the National Museum of the Philippines to commemorate the 140th anniversary of Juan Luna’s Spoliarium. As part of this initiative, LG donated state-of-the-art OLED AI TVs featuring the advanced α11 AI Processor, enhancing visual depth and historical interpretation to transform how visitors engage with cultural artifacts.

The campaign’s success was driven by M360 PR+Activations Agency, which played a crucial role in the project’s conceptualization and execution. By crafting a compelling narrative and orchestrating seamless storytelling, the agency ensured that LG’s cutting-edge OLED technology was not just highlighted but fully integrated into the museum experience. M360 PR+Activations also curated an immersive launch event, bringing together key media partners to amplify the campaign’s visibility. Beyond the launch, museum visitors witnessed firsthand how innovation deepened their appreciation of Spoliarium, reinforcing LG’s commitment to bridging technology with heritage.

Mr. Nakhyun Seong, Managing Director of LG Philippines, shared his thoughts on the achievement, stating “At LG, supporting the arts and culture is an integral part of what we do. We are honored to collaborate with the National Museum of Fine Arts for the 140th anniversary of the masterpiece Spoliarium by Juan Luna. Through our donation, we hope to provide a deeper appreciation of Filipino artists’ works while creating an immersive and interactive experience for all visitors.“

National Museum of the Philippines Director-General Jeremy Barns, CESO III, expressed his appreciation for the initiative, stating: “At the National Museum, we are always looking for new ways to enrich how visitors engage with our cultural treasures. This collaboration with LG Electronics is a perfect example of how technology can deepen historical appreciation. Through LG’s OLED AI TVs, we are able to offer a more immersive and enlightening experience for all who come to see Juan Luna’s Spoliarium and other masterpieces.”

The Anvil Awards, organized by the Public Relations Society of the Philippines, recognizes exemplary public relations campaigns and tools that showcase innovation and excellence. LG’s campaign stands out as a remarkable example of how modern technology can elevate the appreciation of historical and cultural treasures. 

This award highlights LG’s commitment to cultural preservation, setting a benchmark for future collaborations between technology and the arts.

As LG enters its 12^th year with OLED in 2025, the tech company hopes to continue to lead in the technology, break new ground, as well as push the boundaries of entertainment. LG perseveres and takes pride in supporting initiatives that bring people together, spark creativity, and promote education, aligning with LG’s brand promise of “Life’s Good” and mission of creating a better life for all through smart life solutions, here in the Philippines and around the world.