LG and DIDI Empower UAE Youth in Innovative Design Challenge

Business

LG and DIDI Empower UAE Youth in Innovative Design Challenge

LG Electronics (LG) has joined forces with the Dubai Institute of Design and Innovation (DIDI) to launch an inspiring design challenge aimed at empowering young talent in the UAE. This initiative, part of the Rize University Preparation & Career Guidance Program (UPCG) supported by the Abu Dhabi Department of Education and Knowledge (ADEK), focuses on igniting creativity and optimism among the youth.

In its 8th season, DIDI’s Project Design Space, in collaboration with LG, aligned with the global Terra Carta Design Lab initiative, founded by King Charles III. The challenge encouraged participants to design a marketing campaign for LG’s "Life’s Good" brand, specifically targeting the youth market in Abu Dhabi and the UAE.

Students were tasked with localizing LG’s brand assets, researching target audiences, and developing innovative campaign messages and creative assets. The competition culminated in the recognition of standout projects, including the winning campaign "Life’s Good with Farhan," which impressed judges with its creativity and alignment with LG’s philosophy of optimism.

Winners received prizes such as LG IT Smart Monitors and LG XBOOM Go Bluetooth portable speakers. LG also conducted boot camps to guide participants throughout the challenge, ensuring that their final submissions reflected both creativity and a positive outlook on life.

Sa Nyoung Kim, President of LG Electronics Gulf, expressed pride in the collaboration, stating, "At LG, we believe in the power of creativity and optimism to shape a better future. This partnership with DIDI reflects our commitment to empowering the next generation in the UAE, giving them the tools and inspiration to innovate and bring positive change to their communities."

Mohammad Abdullah, President of DIDI, highlighted the significance of the initiative, saying, "We are pleased to collaborate with LG in providing a platform that nurtures the creative potential of our students. This year’s focus on the Abu Dhabi/UAE market, alongside our involvement in the Terra Carta Design Lab, underscores our dedication to cultivating local talent."

The partnership between LG and DIDI underlines their shared commitment to fostering innovation and creativity in the UAE, empowering young designers to view life through a lens of positivity and innovation.