SK Innovation's Environmental Brand Campaign Video Surpasses 30 Million Views

"Didn’t exist, now it does"
Campaign video produced using MZ generation slang

Capture of SK Innovation's new brand campaign video. Photo by SK Innovation

[Asia Economy Reporter Choi Seoyoon] SK Innovation announced on the 28th that the cumulative views of its domestic and overseas brand campaign videos surpassed 30 million within a month of their release.

At the end of July, SK Innovation released the first domestic brand campaign YouTube video titled "It didn't exist, but now it does." The main copy used in the video, "It didn't exist, but now it does," is a play on the phrase "It existed, but now it doesn't," which was popular among the MZ generation. This use of MZ generation slang is praised for raising awareness of environmental issues among the MZ generation.

The brand campaign video presents concerns about waste plastic, waste batteries, and carbon dioxide through episodes such as news, press conferences, and weather forecasts, and shows that SK Innovation affiliates provide solutions. The video’s ending uses a pun, "Drawing new value with Green," expressing the commitment to creating new value through eco-friendly businesses, which is a highlight.

The global brand campaign video released in mid-August is titled "Let’s Grin with Green innovation." Playing on the homophone of "Green" and "Grin," the message conveys that SK Innovation’s Green innovation will create a future full of smiles. The narration structure in the first half, where a child relays a story heard from their mother, contrasts with the second half, which concretely shows facts about each business, naturally increasing familiarity and trust in SK Innovation affiliates.

SK Innovation’s brand campaign is also attracting attention from advertising industry experts. Professor Kim Byunghee of Seowon University, the 24th president of the Korean Advertising Association and the 15th president of the Korean PR Association, said, "It is becoming increasingly difficult to capture attention among the flood of content. The domestic version released this time has a simple copy and story development method that leaves a lasting impression, and the global version is highly evaluated for how well each element fits together and clearly delivers the message about ESG management."

Im Sugil, head of SK Innovation’s Value Creation Center, said, "This campaign was planned to strongly implement the 'Financial Story' and strengthen our identity as an eco-friendly company," adding, "We will continue to strive to deliver SK Innovation’s value to domestic and overseas stakeholders."

Meanwhile, in July last year, SK Innovation announced its "Financial Story," indicating its direction to transform into a holding company specializing in green portfolio development. Through this, SK Innovation plans to advance as a Green Energy & Materials Company leading Carbon to Green.

This content was produced with the assistance of AI translation services.