Spark was asked by LG and their agency Serviceplan to negotiate the right to change the lyrics of the song ‘It’s the hard-knock life’ from the musical Annie. The song was composed by Charles Strouse and lyricist Martin Charnin in 1977.
The hero family starring in the campaign showcases the surprising and positive changes that consumers experience with LG’s innovations, by performing a completely new version of “It’s the Hard-Knock Life” reworked with the tag line “It’s a Smart Good Life.”
This Europe-wide multi-platform campaign is adopted locally in terms of language, cultural nuances, differences in brand perception, product emphasis, media and performance planning.
Spark carried out the negotiations in terms of fees and details of the agreements.