CCUS technology made accessible to the public

A promotional image from GS Caltex's London International Awards-winning campaign. [GS Caltex]
A promotional image from GS Caltex's London International Awards-winning campaign. [GS Caltex]

GS Caltex announced Tuesday that its low-carbon business communication campaign "CCU-S" (pronounced "Kkus") took two awards at the 2026 London International Awards.

The company received a silver in the Creativity in PR category and a bronze in the Creative Strategy category.

The London International Awards, founded in 1986, is one of the world's five major international advertising festivals and a prestigious global creative competition drawing leading brands and advertising and marketing firms from around the world.

The CCU-S campaign was designed to make carbon capture, utilization and storage (CCUS) technology — which can feel complex and technical to general audiences — more approachable and easy to understand. Its CCUS Kit component compared carbon gas to flatulence, a concept familiar to children, and turned the process of capturing gas and using it to grow plants into a playful activity. GS Caltex developed the campaign in collaboration with advertising agency Idiot.

The campaign had previously earned shortlist recognition in four categories at the New York Festivals in June and won the Crystal Award in the Strategy category at the Busan International Marketing and Advertising Festival in August. The two wins at the London International Awards mark further global validation of GS Caltex's strategic creative capabilities.

"This recognition reflects GS Caltex's ability to communicate difficult, specialized low-carbon technologies in a way that the public can understand and connect with — and to do so on a global stage," a GS Caltex official said. "We will continue to pursue differentiated communication so that customers and society can more easily understand and appreciate the value of what GS Caltex's projects and technology have to offer."

Meanwhile, GS Caltex is proactively positioning itself for a paradigm shift in the energy industry, building on the stable growth of its refining and petrochemical operations. As part of that effort, the company plans to supply sustainable aviation fuel (SAF) to global express delivery firm DHL Express, with the volume set at 2,000 metric tons on a neat SAF (100 percent SAF) basis.


yeongdai@heraldcorp.com