GS Caltex clinched two awards at the 2026 London International Advertising Awards (LIA) for its innovative CCU-S campaign, which effectively communicated complex low-carbon technologies to the public.
The company announced on Tuesday that the CCU-S campaign secured a Silver Award in the Creativity in PR category and a Bronze Award in the Creative Strategy category at the prestigious LIA.
Established in 1986, the London International Advertising Awards is recognized as one of the top five global advertising festivals. It attracts major brands and advertising firms worldwide, evaluating submissions across various fields including advertising, public relations, strategy, and design.
The CCU-S campaign was designed to present carbon capture, utilization, and storage (CCUS) technology in a way that resonates with the general public. By simplifying complex concepts through interactive and experiential content, the campaign aimed to boost understanding and interest in this cutting-edge technology.
The campaign’s centerpiece, the CCUS KIT, is an ingenious educational tool that cleverly compares carbon gas to flatulence, a concept familiar to children. This interactive kit allows kids to engage in a playful process of capturing gas and using it to nurture plants, effectively demonstrating the principles of CCUS technology in an accessible manner.
To execute this campaign, GS Caltex partnered with the creative advertising agency Idiot. They collaborated with science communicator Gweido to produce content that explains CCUS principles in layman’s terms. This year, the company also implemented a carbon reduction education program, reaching approximately 500 students across seven elementary schools in the Yeosu area.
At last year’s Asia-Pacific Economic Cooperation (APEC) Chief Executive Officer (CEO) Summit in Gyeongju, GS Caltex showcased the CCUS KIT as an innovative branded giveaway at their exhibition booth, further promoting awareness of the technology.
The CCU-S campaign has been gaining international recognition, having been shortlisted in four categories at the New York Festivals in June and winning the Crystal Award in the strategy category at the Busan International Marketing Advertising Festival in August.
GS Caltex is committed to its Deep Transformation Journey, a strategic initiative aimed at fostering sustainable and profitable growth while maintaining stable performance in its core refining and petrochemical businesses. The company is actively expanding into low-carbon ventures, including zero-carbon steam production, biofuel development, and waste plastic recycling, to diversify and strengthen its business portfolio.
A spokesperson for GS Caltex remarked that this award is a testament to the ability to communicate complex, specialized low-carbon technologies in a way that resonates with the public on a global scale. It remains committed to innovative communication strategies that help the customers and society better understand and appreciate the value of the business and technological advancements.
