LG Electronics Philippines earned a 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 was praised for its innovative fusion of technology and culture.
In May 2024, LG partnered with the National Museum of the Philippines to celebrate the 140th anniversary of Juan Luna’s masterpiece, Spoliarium. As part of the initiative, LG donated state-of-the-art OLED AI TVs featuring the advanced α11 AI Processor, enhancing visuals and offering deeper historical insights, transforming the way visitors experience cultural heritage.
The success of the campaign was driven by the strategic expertise of M360 PR+Activations Agency, which played a key role in both the creative conceptualization and seamless execution of the project. From crafting a compelling narrative to orchestrating impactful storytelling, the agency ensured that LG’s cutting-edge OLED technology was not only showcased but also thoughtfully integrated into the cultural experience. M360 PR+Activations also curated an engaging launch event, bringing together key media partners who amplified the campaign’s visibility. Beyond the launch, museumgoers experienced firsthand how innovation enhanced their appreciation of Juan Luna’s Spoliarium, reinforcing LG’s commitment to bridging technology and heritage.
Mr. Nakhyun Seong, Managing Director of LG Philippines, expressed his thoughts on this milestone, stating, “At LG, supporting the arts and culture is at the heart of what we do. We are honored to collaborate with the National Museum of Fine Arts for the 140th anniversary of Juan Luna’s Spoliarium. Through this donation, we aim to deepen the appreciation of Filipino artistry while providing an immersive and interactive experience for all visitors.”
National Museum of the Philippines Director-General Jeremy Barns, CESO III, also shared his gratitude for the initiative, saying, “At the National Museum, we continuously seek new ways to enhance how visitors engage with our cultural treasures. This collaboration with LG Electronics is a prime example of how technology can elevate 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 Spoliarium and other masterpieces.”
The Anvil Awards, presented by the Public Relations Society of the Philippines, celebrates outstanding public relations campaigns and tools that exemplify innovation and excellence. LG’s campaign stands out as a shining example of how modern technology can enhance the appreciation of historical and cultural treasures.
This recognition underscores LG’s dedication to cultural preservation, setting a new standard for future collaborations between technology and the arts.
As LG marks its 12th year with OLED in 2025, the company remains committed to leading in innovation, pushing technological boundaries, and redefining entertainment experiences. LG takes pride in championing initiatives that foster connection, inspire creativity, and promote education—values that align with its brand promise, Life’s Good, and its mission to enhance lives through smart solutions, both in the Philippines and around the world.
Life’s about more than having the latest technology;
it’s about the experiences technology creates that impact our lives. Like and follow LG Philippines’ social media accounts (@lgphilippines) on
Facebook, Instagram and TikTok and visit www.lg.com/ph for more information.
