South Korean oil refiner SK Innovation on Thursday launched a unique social contribution project, vowing to donate 2 won for every view of its latest corporate advertisement.

The project involves its “Big Picture of Innovation” advertisement that was revealed in September. The ad is the third installment of the “Big Picture” campaign and features visual artworks by renowned artists and new art techniques. 

Using the “cymatics” art method -- which visualizes waves created from frequencies running through air, water or sand -- it has already accumulated 14.7 million views through social networks such as YouTube and Facebook.

The company said the amount it contributes would be equivalent to double the accumulated view count at the end of the month. For instance, if the view count reaches 20 million, the company will donate 40 million won ($36,300).

“As internet users can participate by simply watching the ad, we are creating a system of sharing by extending the infrastructure of ads and social networks to social contributions,” the company said.

By Shim Woo-hyun (ws@heraldcorp.com)