Lomography are huge in the analogue world starting with Holga's and Diana's then the LCA they really put analogue on the map when e'ryone was chasing 5 megapixel digital cameras.

Here is what Lomo say:

The Lomography Color Negative 100 35mm film loves the sun! Expect vivid colors and fantastic sharpness! 

Sunny outdoor photos call for a film that will bring out all the pretty colors. The Lomography Color Negative 100 35mm film offers fine-grained smoothness and knockout hues, resulting in fantastic photos beaming with vivid colors and remarkable sharpness!