The Mayor of London will beam a personal message onto the Shell Building, situated on the Thames, to create what is claimed will be the world's tallest video projection.
The sponsorship of the fireworks, managed by Bartle Bogle Hegarty, LG's global strategic and creative communications agency, is designed to build an emotional connection to the LG brand globally as millions of eyes watch the capital celebrate the strike of twelve.
It's part of a drive by LG to sponsor events with high visibility, such as Formula 1, the LG Arena and the London Freeze.
The aim is to move the brand from being purely a product-driven organisation to one that brings memorable experiences to consumer's lives.
The projections will form part of the build up to the midnight fireworks display at The London Eye, which is being organised by the Greater London Authority and is being created by pyrotechnician Christophe Berthonneau.
The celebrity projections have been devised in partnership with The Prince's Trust, which helps unemployed young people gain skills to find work.
LG Electronics UK and Ireland marketing director Andrew Warner said: ‘Working together with the Princes Trust and using LG technology, we will significantly enhance the experience on the night and ensure that London's New Year celebrations become a global talking point.'
‘London is a truly global, cosmopolitan city, providing the perfect location for this exciting spectacle. The sponsorship coincides with the first ever LG global brand campaign and is a perfect fit with our brand's philosophy of Life's Good.'
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