CREATIVE AWARDS/ GRAND PRIZE
By Hong Kyung-pyo
Vice president of brand management
SK has been pursuing ways to generate social value for greater happiness for all.
Social value that aims to solve various problems together with cooperation between society and business is the new growth engine for our community.
This year’s “OK! SK” campaign is designed to provide better understanding of SK’s efforts in creating social value. In this campaign we described the meaning of social value in one word, by choosing the Korean word “Up” and “Jjak” -- which both have dual meanings -- in a way to simply and wittily express the main idea.
In the “Up” episode, we visualized how businesses and society view social value as a new opportunity as well as a mission to accomplish, so that we could all grow “up” through solving social problems.
The “Jjak” episode shows how society and businesses become friends and work together to solve problems of the society, which in result will prompt a round of applause from every member of the society.
This year’s OK! SK campaign was delivered through various platforms not only in print and on TV, but also on social media with creative contents
produced in collaboration with renowned illustrators.
Since 1998 and over the past 20 years, SK has consistently delivered the theme of “happiness” through its campaign and will continue to make various efforts to pursue happiness with the society, a distinctive corporate philosophy of SK.
Finally, we would like to express our gratitude to readers of The Korea Herald and its staff for this award.