LG Electronics announced on the 23rd that it publicly unveiled the fifth video of its 'Campaign for the Protection of Endangered Species with LG (The LG Endangered Species Series)' featuring the 'Monarch Butterfly' on the electronic billboard in Times Square, New York, on the 18th local time. Prior to this, it has showcased campaign videos on endangered species such as the snow leopard (April), bald eagle (July), sea lion (September), and red wolf (December) from last year to raise awareness about the importance of environmental protection.
This video showcases the Monarch Butterfly, which is threatened by climate change, highlighting the severity of environmental destruction. The Monarch Butterfly is a large butterfly that migrates between southern Canada and Mexico. Its population is decreasing due to the effects of global warming.
LG Electronics will further expand its campaign for the protection of endangered species this year. First, it will officially participate as a partner in the nature documentary series 'The Americas,' produced by local broadcaster NBC. 'The Americas' is a project with the largest production cost in the history of nature documentaries, focusing on endangered animals in North and South America. Academy Award-winning Tom Hanks will provide narration, while world-renowned composer Hans Zimmer will serve as music director.
Starting with the Monarch Butterfly, LG Electronics plans to sequentially present the endangered species featured in the documentary series in 3D on the Times Square electronic billboard. Additionally, it will jointly host a competition called 'Wonderbox' with NBC, where college students in the U.S. will reinterpret the endangered species featured in the documentary digitally. Winners of the competition will receive scholarships of up to $25,000, and will have the opportunity to showcase their winning works on the Times Square electronic billboard.
In an effort to encourage participation from the younger generation, LG Electronics has consistently held the Wonderbox competition for college students annually since 2022.
Since last year, LG Electronics has been raising awareness about the importance of biodiversity through the Times Square electronic billboard while expanding community participation. In July last year, it collaborated with the prestigious American professional baseball team, the New York Yankees, to further expand the campaign. The charitable activity involves sending animal plush toys and adoption certificates to spectators who donate to wildlife habitat restoration and research when visiting Yankee Stadium, their home field. The funds raised from the event were donated to the National Wildlife Federation to support tree planting activities.
Jung Gyu-hwang, Vice President of LG Electronics North America, said, "By combining technology and creativity, we will continuously raise awareness about the seriousness of climate change and the importance of conserving endangered species, and we will join efforts to preserve the environment for future generations."