Principal Awards / Grand Prize
SK Innovation


First of all, I would like to thank The Korea Herald for presenting SK Innovation with the Grand Prize.

The prize-winning ad was our “The Past, Present and Future” campaign, which was launched in the first half of this year. Through it, the company has sought to illustrate the ceaseless innovations it has undergone over the years to secure stable sources of energy. At the same time, it was also about painting a picture of a hopeful future in the field of energy.

That is where the name “The Past, Present and Future” comes from. We hoped to show how energy has evolved from conventional petroleum to today’s electric car batteries, and how it would continue to undergo innovations to help create eco-friendly energy for the future.

In the early production stages, we faced some challenges as the audience was unable to determine our intentions, which was innovation and energy. These topics are typically quite abstract and hard to understand.

To solve the problem, we used a narrative to create the image of a teacher explaining to his or her students the history of energy.

We also played a colorful three-dimensional animation video against a white background to give it a friendlier look, and to help viewers to better grasp the issues raised in the ad.

Our efforts seem to have paid off as the campaign has received much favorable feedback. Best of all, it provided us with the opportunity to take a step closer to the public. SK Innovation will continue to place the utmost priority on promoting people-friendly communication.

By Lee Hang-soo, Senior vice president of public relations