LG Electronics launched its Lights Out, Stars On campaign in Reykjavik, Iceland, which set out to make the Northern Lights accessible to global consumers.
A concert at the Harpa Concert Hall, attended by 1,000 guests, featured three Icelandic musicians – Ásgeir, GusGus and Ólafur Arnalds – with the Northern Lights displayed on 40 LG OLED TV screens (more than 330 million pixels) during the performances.
Icelandic poet and novelist Andri Magnason who spearheaded an event in Reykjavik a decade ago, inspired the campaign. During the 2006 Aurora Borealis season, Mr Magnason suggested the city turn off all lights to eliminate light pollution, allowing the lights to be visible over the city.
LG’s OLED TVs, which are said to be capable of displaying perfect blacks and lifelike colours, helped make the Aurora show clearly visible to attendees.
“We are excited that our event in Iceland has been so successful, attracting so many visitors and influencers,” said Brian Kwon, president of LG Home Entertainment. “Our innovation in television technology allowed us to launch the world’s first 55in OLED TVs in 2013. Our leadership is helping to pave a new path for OLED, with sales projected to double every year until 2020. We will continue looking for creative ways to improve our technology and to connect with consumers around the globe. Lights Out, Stars On is an excellent example of how unique approaches can help the company reach new audiences and clearly communicate the advantages of OLED.”