SK Innovation adopts cymatics art for new ads

Seen above is a screenshot of SK Innovation’s new ads expressed in the style of cymatics art. / Courtesy of SK Innovation

By Park Jae-hyuk

SK Innovation unveiled its new advertisement expressed in the style of cymatics art last week, beginning its third public relations (PR) campaign, “Big Picture of Innovation.”

Cymatics art is an art form, which visualizes sound waves passing through air, water and sand. The term cymatics is derived from a Greek word meaning “wave.”

SILO Lab, a local performance group which creates various art forms using technologies, directed the oil refiner’s new advertisement. SK Innovation said it decided to collaborate with the rising artists in an unexplored field this time, as the company wanted to show its will to grow up with them.

The Seoul-based firm has collaborated with relatively famous artists in Korea and other countries when it released previous advertisements that drew public attention. It adopted a live drawing show and the Turkish art form of ebru for the previous advertisements.

The nation’s first advertisement expressed in cymatics art aims to attract local consumers with the sound of electronic dance music (EDM) and the visualization of movements and vibrations of water, sand particles and plasma.

SK Innovation said the art form for the new PR campaign proves the company’s innovation and creativity.

According to the company, the innovative style displayed on the screen delivers SK Innovation’s futuristic stories about its energy, chemical and electric vehicle batteries. The advertisement also showcases the company’s management philosophy, “Deep Change,” which SK Chairman Chey Tae-won has emphasized.

“Our company’s PR campaign has continued to be innovative, pioneering the new fields in terms of visualization and messages,” SK Innovation’s PR head Lim Su-gil said. “Through this deep change, we will make a company worth more than 30 trillion won ($26 billion).”

The company’s new PR campaign is available on its official blog, Facebook page and Youtube.