Hyundai Motor achieved a historic high record at the international advertising festival 'Cannes Lions 2025,' winning a total of five awards: the Grand Prix, two Gold Lions, and two Silver Lions.

Hyundai Motor's first snack movie 'Night Fishing' won the Grand Prix in the Entertainment institutional sector at the Cannes international advertising festival held on the 17th (local time), and additionally garnered a Silver Lion in the Film institutional sector with its innovative directing technique and a bold runtime of 10 minutes on the 20th.

Hyundai Motor's CSR promotional campaign 'Tree Correspondents' also made it to the finals in a total of eight institutional sectors, winning Gold Lions in two categories and a Silver Lion in one category with innovative storytelling from the first-person perspective of a tree based on AI technology.

Moreover, Hyundai Motor, in collaboration with the co-planner INNOCEAN, was invited to the Cannes international advertising festival and held an official seminar on the topic 'Cut the Ad. Roll the Show' on the 18th, showcasing the creative perspective and innovative approach of Night Fishing.

The official seminar, held during the Cannes international advertising festival, brings together global brand leaders and content experts to share the latest marketing trends and discourse. The event garners much attention alongside the award ceremony, providing presentation opportunities only to a few global corporations and brands recognized for new attempts and creative content under the judgment of the Cannes international advertising festival organizing committee.

On this day, the seminar was led by Kristi Lind, Chief Client Officer of Canvas Worldwide, the U.S. subsidiary of INNOCEAN, with Jin-seong Won, Head of Brand Marketing of Hyundai Motor, and Jeong-a Kim, Chief Creative Officer of INNOCEAN, participating as speakers to suggest new strategic directions for brand content to effectively capture global consumers' attention and convey messages in an era where ads are not being viewed.

In particular, Hyundai Motor shared insights from its award-winning Grand Prix project Night Fishing, revealing the planning background, production process, and achievements that engaged consumers' voluntary interest through cinematic approaches and creative direction, continuing to explore differentiated messaging techniques and new touchpoints with customers beyond conventional advertising.

This seminar by Hyundai Motor threw out a provocative message of 'no longer making ads' at an advertising festival that attracts global marketers' attention and showcased the experimental storytelling and genres of Night Fishing, suggesting new possibilities in the concept development methods of brand advertising, gaining enthusiastic responses from local global media and creators.

Jin-seong Won, Head of Brand Marketing at Hyundai Motor, noted, "It is significant to introduce the Night Fishing project, which boldly broke away from existing advertising grammar to present a new direction for branded content at the largest creative venue in the world and achieved the valuable result of the Grand Prix." He added, "With the development of media and the change in consumers, global marketing has evolved into a competition not only among corporations but also among individual creators. In the future, Hyundai Motor will continue to lead brand communication trends in collaboration with creators."

Jeong-a Kim, Chief Creative Officer of INNOCEAN, said, "INNOCEAN has continuously attempted to creatively combine brands with various content, transcending boundaries across cultures, and this seminar will serve as an opportunity to encounter intriguing cases of branded content that undergo evolution and differentiation."

This year, Hyundai Motor won a Silver Lion in two institutional sectors for its global campaign 'The Bigger Crash,' which emphasized the importance of responding to climate change in 2022, in addition to winning the awards for Night Fishing and Tree Correspondents, totaling one Grand Prix, two Gold Lions, five Silver Lions, and six Bronze Lions in the history of the Cannes international advertising festival.

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