Campaign · Brand Journalism2025

B&W Photography Exhibition: Records from the Field

An integrated campaign developed around the message "The most radiant energy is people" for an energy company's 58th anniversary. 40 black-and-white photos of frontline workers anchored an online trilingual site (Korean/English/Japanese), an offline touring exhibition (4 venues from Seoul to Yeosu), AI video, gas station media facades, and newspaper ads — all delivered simultaneously. Planning, AI video production, and web development were handled entirely in-house by the PR team.

Online Photo Exhibition (Media Hub) ↗Press Release ↗The PR Campaign Analysis ↗

Challenge

The routine of limiting anniversary communications to press releases and internal events needed to be broken. The challenge was to deliver the message "people's energy is hope" both internally and externally — to an industry and region facing hardship — while combining employee pride and industry authenticity in a single campaign.

Approach

Designed campaign concept: 40 B&W field worker photos organized under 4 themes — I / You / We / Future

Built the online special site in-house — trilingual (KO/EN/JP), online photo exhibition, AI motion video screening

Planned and operated an online photo exhibition + acrostic poem event linked to the company's fuel app

Offline touring exhibition: Seoul HQ (5/12–5/23) → Seoul city gallery (5/25–6/23) → Yeosu cultural venue (6/24–7/25) → Yeosu plant (7/26–8/31)

Deployed 3 gas station media facades, outdoor ads at Yeocheon Station, simultaneous placement in 18 print outlets

Integrated press release distribution and media response management

Outcome

✓

Online site: 15,255 cumulative visits (5/12–7/10)

✓

App event: 38,964 visitors, 2,232 participants

✓

Covered by 73 media outlets including OBS and MTN broadcast

✓

18-outlet newspaper ad placement, outdoor ads and media facades deployed simultaneously

✓

Entire campaign — planning, AI video, web development — executed entirely in-house by the PR team