B&W Photography Exhibition: Records from the Field
An integrated campaign built 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 special site (Korean/English/Japanese trilingual), an offline touring exhibition (4 venues from Seoul to Yeosu), AI video, gas station media facades, and newspaper ads — all executed simultaneously. Planning, AI video production, and web development were handled entirely by the in-house PR team without any external agency.
Challenge
The convention 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" simultaneously to internal and external audiences — to an industry and region facing difficulty — while weaving employee pride and industry authenticity into a single campaign.
Approach
Outcome
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