HSAD, S-OIL unveil 'Shining Tomorrow' campaign for 50th anniversary

HSAD has launched a new advertising campaign for S-OIL's 50th anniversary, featuring the company's signature character Gudoil and AI-generated content.

HSAD announced Friday the launch of S-OIL's new campaign, "Shining Tomorrow." The campaign was designed to highlight S-OIL's achievements over the past 50 years in South Korea's energy industry and to communicate its vision for the next 50.

The campaign centers on the Shaheen Project, a petrochemical complex scheduled for completion in November. The project represents the largest investment in the history of South Korea's petrochemical industry, with a total of 9.26 trillion won ($6.71 billion) committed. Once completed, S-OIL's petrochemical business is expected to grow from 12 percent to around 25 percent of its overall operations.

The campaign also features an enlarged version of S-OIL's mascot, Gudoil. HSAD scaled up the character to convey the message that "big change requires big energy," depicting Gudoil moving through cityscapes and industrial sites.

The campaign slogan "Shining Tomorrow" draws on the pronunciation of "Shaheen" and carries the meaning of "a more brilliant tomorrow," with the campaign set to launch Saturday.

HSAD is also releasing AI-powered digital content as part of the campaign. One piece, titled "Shaheen Wonderland," reimagines the Shaheen Project's large-scale facilities and complex processes as a fantasy amusement park, using rides and attractions to explain the project's scope in an accessible way.

Another piece, "The Real Doil," introduces S-OIL's quality competitiveness through a crude oil character undergoing training to become "good oil." The content draws on a military training concept and the well-known military song "Jinjja Sanai" ("Real Man"), with AI used to animate the character's dynamic movements.

A new jingle marking the 50th anniversary is also being released, incorporating key messages including "Shaheen Energy Valley," "The Next 50 Years" and "Shining Tomorrow."

"From the enlarged Gudoil to AI-powered digital content, we sought to express the energy of the new 50 years S-OIL will create through a wide range of creative work," said Park In-gyu, group creative director at HSAD's CR Center.