SK Innovation wins ad award

SK Innovation's corporate PR ad based on Ebru, or Turkey's marbling art.

By Yoon Ja-young

SK Innovation won an ad award for its corporate PR campaign whose innovative and artistic methods have been receiving positive reactions from consumers.

The country's leading energy and petrochemical firm won the grand prize for printed ads at the "25th advertisement competition" organized by the Korea Advertising Society for its corporate PR campaign "Big Picture of Innovation."

It is a meaningful achievement since it is extremely difficult for business-to-business (B2B) companies to get attention through corporate PR campaigns. Except for SK Innovation and the agriculture ministry which was awarded for an online ad, all the awardees this year were business-to-customer (B2C) companies.

SK Innovation has been gaining public attention by incorporating innovative artistic methods in its ad campaign, leading the "artvertising" trend in the advertising industry. It refers to an advertising method using art such as paintings and music as key motifs.

It launched its "Big Picture of Innovation" series in summer 2016, starting a collaboration with Kim Jung-gi, known for genius sketches. The ad recorded 14.27 million views on YouTube.

SK Innovation continued collaborating with artists like Garip Ay of Turkey, performance group Silo Lab, and Matteo Archondis of Lebanon. Garip Ay donated part of his fees, saying he was happy to promote Ebru, or the Turkish art of marbling, in Korea. The third of the ad series was based on Cymatics by Silo Lab, which visualizes sound. It was listed in the "2017 YouTube Ads Leaderboard Top 10."

The latest of SK Innovation's corporate PR series was based on hyperlapse by Matteo Archondis, who turned thousands of Google Earth pictures into a video. It recorded over 1 million views on social media in only three days after it began.

The advertising industry notes that SK Innovation's corporate PR campaign drew consumers' attention by boldly adopting new methods while sticking to its artvertising concept.

"We will continue with our corporate PR campaign, communicating with customers and leading new changes. We hope to convey our value as a global energy and petrochemical firm, creating economic and social value," a spokesperson for SK Innovation said.

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