LG Electronics launches global ‘Free Up Your Mind’ campaign via TBWA\Chiat\Day New York
LG Electronics (LG) launched its 2026 Life’s Good campaign via TBWA\Chiat\Day NY, under the key message ‘Free up your mind’. The global campaign explores how LG AI can help reduce the mental load of everyday life by quietly taking care of routine demands, creating more room for people to focus on what truly matters.
The campaign arrives at a time when people work harder than ever to keep everyday life running, and as a result, increasingly struggle to switch off from its demands. According to LG survey findings, 54% of Australian respondents say their mental load has increased substantially in the past year. Australians spend over a quarter of the year burdened by mental load tending to household tasks, other unpaid work, and personal care — the equivalent of 97 days a year. Mental load is the invisible burden of constant information, countless micro-decisions and everyday demands. For many people, mental load follows them home, occupying their minds even during moments of rest and recharge.
Says Gemma Lemieux, Marketing Director at LG Electronics Australia: “Every day, Australians make hundreds of small decisions – what to cook for dinner, which laundry cycle to choose, which oven setting to use, and even what to watch when you’re trying to wind down. Stacked together, these micro-decisions become what we call mental load, and our research shows it interrupts Australians 23 times a day.
“At LG, we’re building AI and smart features that quietly run in the background from selecting the best washing cycle, to optimising audio and visual parameters for best viewing experiences on your TV. By taking care of these micro-decisions, LG can help free up your mind for what matters”.
Building on previous campaign films such as We don’t make life good, you do (2024) and Less artificial. More human (2025), this year’s campaign focuses on the growing mental load of modern life, and making room for what makes life good.
The campaign’s hero film follows a family stepping away from the mental load of everyday life for one evening. The film captures small but meaningful moments crowded out by everyday demands, from spontaneous conversations and shared meals to the simple pleasure of being fully present.
With this story, LG invites people to consider a simple question: what might you make room for if you could set your mental load down, even for just one evening?
The campaign’s message comes to life through product-focused films featuring LG WashTower, LG Styler, LG OLED and LG DUALCOOL. The films show how LG products can help reduce everyday mental load by quietly taking care of routine demands, freeing up people’s minds to enjoy life’s meaningful moments.
As part of the campaign, LG also offers an interactive experience designed to help people better understand their own mental load. By answering a set of questions, people can reflect on how much mental load they carry and what contributes to it. By making an invisible burden more visible, LG hopes people will free up their minds to experience Life’s Good.
The campaign is grounded in global research that reveals just how deeply mental load has become embedded in everyday life.
Survey findings show that, on average, Australians experience 23 mental load interruptions during their waking hours.
“Through my research on high-functioning depression, I’ve found that the constant weight of unshared domestic tasks is a silent trigger for emotional exhaustion,” said Dr. Judith Joseph, a board-certified psychiatrist and a 2026 TIME100 Creator. “LG’s focus on reducing mental load targets the root of this modern crisis. True well-being in the AI era means easing these invisible burdens with intelligent technology, freeing up the psychological capital required to reclaim joy, spontaneity, and human connection.”
More than half (52%) of Australian respondents said mental load stops them from sleeping well, while half (50%) said it impacts their physical health.
The findings also revealed a key human truth: as people work hard to stay organised, what they miss most is the freedom to be spontaneous. When asked what they would do if that weight were lifted, Australians did not want greater productivity or achievement. Instead, they spoke about getting lost in a book, spending unplanned time with loved ones, and enjoying moments free from everyday responsibilities.
The study found that unpaid responsibilities at home contribute more to mental load than paid work, highlighting the opportunity for household technology to make a meaningful difference.
Nearly three in four (72%) of Australian respondents believe the right household technology could help reduce their mental load, with the strongest demand for solutions that proactively handle routine tasks without requiring constant attention.
The findings suggest a clear direction for technology: not simply to help people do more, but to quietly take care of everyday demands so they can spend less time managing life and more time living it. This insight aligns with LG’s Affectionate Intelligence vision and the campaign message: Free up your mind. Life’s Good.
Adds Kim Hyo-eun, head of LG’s Brand Management Division: “As technology becomes part of everyday life, it should quietly help people reclaim their time and attention to enrich their lives. Now in its fourth year, the Life’s Good campaign continues to showcase how innovation makes Life’s Good and brings the brand promise to life.”
To learn more about the campaign, visit www.lg.com/au/lifesgood/.
TBWA\CHIAT\DAY NY
Chief Executive Officer: Emily Wilcox
Chief Creative Officer: Dustin Tomes
Chief Strategy Officer: Tom Sussman
Managing Director: Jordan Muse
Executive Creative Director: Walt Connelly
Creative Director: Tom Madden
Creative Director: Morgan Hinds-Shorland
Account Director: Cam Thomas
Account Executive: Eric Cruz
Group Strategy Director: Elliot Carter
Associate Strategy Director, Connections: Pedro Garcia Carneiro
Associate Strategy Director: Delaney Thomson
Omnicom Production
Head of Production – Nick Williams
Executive Producer – Gillian Blain
Producer – Brigid Cooley
Business Affairs Specialist – Nicolas Barrera
Design by Disruption (DxD)
Global Chief Design Officer: Bruno Regalo
Design Business & Ops Lead: Monica Gelbecke
Executive Design Director: Eric Kopicki
US Design Supervisor: Gabriel Menezes
Associate Design Director: Felipe Canalli
Sr Designer: Roger Alves
Sr Designer: Gabriel Vinicius
Sr Project Manager: Ana Geitens
Associate Design Production Director: Alessandra Horn
Production Company – Smuggler
Director: Fenn O’Meally
Executive Producers: Patrick Milling-Smith / Brian Carmody / Carlin Wilson-Webb
Managing Director: Sue Yeon Ahn
Head of Production: Brian Sabowski
Producer: Saul Germaine
Director of Photography: Adam Newport-Berra
Production Designer: Mela Melak
Wardrobe Stylist: Ursa Grahovac
Makeup & Hair: Alja Susnik
Casting Director: Coralie Rose of Road Casting
Editorial – Pundersons Gardens
Editor – Toby Heard
Assistant Editor – Alex Cameron
Executive Producer – Thomas Viney
Producer – Katie Savva
Producer – Grace Conway
Post Producer – Nora Porta Caballé
Color – Company3
Colorist: Tim Masick
Senior Color Producer: Colleen Valentino
Color Producer: Barbara Losseau
Color Operations Manager: Mena Smith
Color Assistants:
Stephen Winterhalter
Quinn Wright
Christina Miller
Post Production – No6
Head of Production – Laura Molinaro
Supervising Producer – Mark Reyes
Finishing Producer – Alanna Morton
Lead Flame Artist – John Shea
Flame Artist – Alexander Chizov
Motion GFX – Chris Green
Lead Conform Artist – Jimmy Baltiero
Conform Assistants – Andrew Santanastaso & Grace Yang
Record and Mix – Mr Bronx Audio
SD/Mix- Dave Wolfe
Associate Mixer – Michael Artuso
Audio Post EP – Zach Fortin
Audio Post Producer – Sarah Weck
Music – Mr Pape
Founder / Creative Director – John Connon
Director / Head of Music – Paul Brown
Music Supervisor – Sam Emery
Music Supervisor – Chloe Sitton
Composer – Ben Jones
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