Shin Kiwoun, Approach The Truth, 2014 © Shin Kiwoun

Venta Korea, the official importer of Venta Airwasher, announced on the 11th that it would launch a global brand campaign featuring a collaborative work with media video artist Shin Kiwoun.

The campaign video was conceived around Venta Airwasher products as part of Shin Kiwoun’s representative series ‘Approach The Truth’.

The work employs a distinctive technique in which footage of a completed Venta Airwasher being ground into powder by a crushing machine is played in reverse.

Kim Yongseong, director of Venta Korea, stated, “All components of the Venta Airwasher are made from environmentally friendly recyclable materials, and only eco-conscious methods are pursued throughout the entire production process,” adding, “This video demonstrates the process by which raw materials are transformed into meaningful products through human technology and passion.”

The campaign video was produced in five different versions and can be viewed through the official Korean website and official YouTube channel of Venta Airwasher. According to the company, consumers in regions where Venta Airwasher operates—including Germany, the United States, and China—will also soon be able to view the campaign.

Meanwhile, Shin Kiwoun is an artist receiving international attention in the field of media video art, having been selected for “Younger Than Jesus” by the New Museum and “New Contemporaries 2010” by the UK-based A Foundation.

Venta Korea has supported Shin through its emerging artist sponsorship program, “G.P.S Art Navigator.”

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