LG

Home Free

More than 60 million Americans suffer from asthma and allergies. And LG is the only manufacturer with a unique portfolio of products certified as asthma and allergy friendly by experts at the Asthma and Allergy Foundation of America (AAFA).

So, LG wanted to create awareness and drive conversion for this portfolio of products during Allergy Awareness Month through a philanthropic opportunity to develop compelling and credible video content using their products and help improve the life of a family suffering with asthma and allergies.

We surprised a family living in one of the Spring Allergy Capitals with a mini home makeover by installing AAFA certified LG products, and also partnering with a local influencer to help add other special touches to the interiors of the home.

We partnered with HGTV host and Home Space Expert Egypt Sherrod to lead the surprise, outfit the family’s home wth a brand-new suite of AAFA certified LG home appliances, and a special “Home Free” refresh.

The family’s allergy story centers on 10-year-old Quincy, who has lived with severe asthma and allergies since birth. Carpeting and rugs had to be removed, and linens have to be washed and replaced regularly due to dust and pollen. Quincy’s allergies are so severe that he can’t keep stuffed animals in his room because they collect dust mites and pollen. Most outdoor activities are limited, and much of Quincy’s free time is spent indoors at home – where his family has been battling against dust and allergens.

A 60s 4:5 cutdown optimized for LG’s social channels with supers and captions.

Quincy: a vertical story asset 

Egypt added a human touch to the sponsored product content on social.

We created a series of content featuring Egypt sharing tips on making a home more allergy friendly. From linens to rugs and even artificial flowers, Egypt shared how small changes could impact the living space in a big way. Of course, she also highlighted how LG’s AAFA certified products helped reduce the allergens inside the house.