LGOptimism Your Feed

In a world over-indexing on doom scroll energy, LG set out to prove that optimism still has power. Enter Optimism Your Feed, a TikTok playlist designed to retrain your algorithm to show you more good.
Art Direction
Out of Home
Agency: TBWA
2025 Cannes Lions Shortlist



To launch the campaign, we turned billboards into interactive invitations. 

Across NYC, LA, Paris, Berlin, and beyond, people could scan LG billboards to add a dose of positivity to their TikTok feeds, transforming city streets into gateways for good vibes.



Scanning our billboards took people directly to a TikTok playlist designed to shift their algorithm, replacing negativity in their feeds with feel-good moments.





See the case study here...