LG Uplus Launches 'Everyday Life That Is Not Taken for Granted' Liberation Day Campaign

[Asia Economy, reporter Koo Eunmo] LG Uplus announced on August 13 that it will run its Liberation Day campaign, "2021 Everyday Life That Is Not Taken for Granted, Never Forget," from August 14 to 16 for three days on its official Instagram channel, highlighting independence activists from lesser-known fields.

"Everyday Life That Is Not Taken for Granted" is a campaign organized by LG Uplus with the aim of raising awareness of independence activists who dedicated themselves to Korea's liberation but remain largely unknown, and encouraging people to remember this history. The campaign emphasizes that the everyday life we now enjoy would not have been possible without these independence activists, underscoring the importance of remembering them.

Following last year's focus on nine female independence activists who had not received state honors, this year the campaign spotlights activists who participated in the "Jeju Haenyeo Uprising (1932)," one of the three major resistance movements in Jeju.

LG Uplus produced content introducing the Jeju Haenyeo Uprising, which was released on August 13, and will hold a "Jeju Haenyeo Uprising Patriotic MD Package" giveaway event for three days starting August 14. To participate, users must repost the Jeju Haenyeo Uprising image from the official Instagram account to their own social media accounts and include the required hashtag (#EverydayLifeThatIsNotTakenForGranted). A total of 815 winners will be selected by lottery to receive the package.

The package consists of four items: an augmented reality (AR) fabric poster, a badge, a grip tok, and a thank-you card, all designed by "Gaesigi" (a group of designers specializing in history, whose name stands for "those with concept and consciousness") and inspired by the Jeju Haenyeo Uprising.

In particular, LG Uplus created a dedicated AR filter that allows participants to experience digital transformation using the MD package. By scanning the fabric poster with the Instagram "AR filter," users can view an AR video that symbolically recreates the Jeju Haenyeo Uprising based on the recognized poster.

As a follow-up to the SNS event, LG Uplus plans to produce and upload a video to its YouTube channel that covers the overall campaign, including the planning process, the making of the MD package with the AR filter, and customer experiences using the AR filter.