GS Caltex scored two prizes at the 2026 London International Awards for a campaign that employs playful, interactive content to explain carbon capture technology, the company said Tuesday.
The company's CCU-S campaign earned silver for creativity in public relations and bronze in creative strategy, recognizing its approach to making complex low-carbon technologies more accessible to the public.
At the center of the campaign is the interactive CCUS kit, which uses children's familiarity with farting to explain carbon gases and how carbon dioxide can be captured, reused or stored. The kit turns the process into a game, showing how captured carbon can be used to help plants grow.
CCUS refers to carbon capture, utilization and storage.
Developed with advertising agency Ideot and science content creator Orbit, the campaign also included educational programs for about 500 students at seven elementary schools in Yeosu, Jeonnam-Gwangju, this year. The kit was showcased at GS Caltex's exhibition booth during the Asia-Pacific Economic Cooperation CEO Summit in Gyeongju, North Gyeongsang Province.
The campaign was previously shortlisted in four categories at the New York Festivals in June and won a Crystal Award for strategy at the Busan International Marketing Advertising Festival in August.
Founded in 1986, the London International Awards recognize creative excellence in advertising, public relations, strategy and design.
GS Caltex has been expanding its low-carbon portfolio into carbon capture, utilization and storage, carbon-free steam, biofuels and plastic recycling as it seeks new growth opportunities beyond refining and petrochemicals.
"This award recognizes our ability to communicate complex low-carbon technologies in ways that are accessible to the public," a GS Caltex official said. "We will continue helping customers and society understand and relate to the value of our businesses and technologies."
jyoungseon8@heraldcorp.com
