Directed by Moon Byunggon, Collaboration with Innocean
CSR Campaign 'Tree Correspondent' Wins Three Awards
Hyundai Motor Company's short film 'Night Fishing' and its corporate social responsibility (CSR) campaign 'Tree Correspondent' achieved a four-award sweep at the world's most prestigious international advertising festival.
At the international advertising festival 'Cannes Lions 2025,' Hyundai Motor Company's short film 'Night Fishing' won the Grand Prix in the Entertainment category. From left, Jungah Kim, Vice President and Chief Creative Officer (CCO) of Innocean, Sungwon Ji, Executive Vice President and Head of Brand Marketing at Hyundai Motor Company, and Yongwoo Lee, CEO of Innocean, are posing for a commemorative photo. Hyundai Motor Company
On June 18, Hyundai Motor Company announced that it had won four awards?including the Grand Prix, two Gold Lions, and one Silver Lion?at the 'Cannes Lions 2025' international advertising festival held on June 17 (local time). The Cannes International Advertising Festival, which began in 1954, is an international event where more than 25,000 works from over 90 countries are submitted.
'Night Fishing,' which won the Grand Prix in the Entertainment category, is a short film featuring a mysterious incident and an unexpected twist set at an electric vehicle charging station. The film was directed by Moon Byunggon, the first Korean to win the Palme d'Or at Cannes in 2013, and starred and was co-produced by actor Son Sukku. Through its creative direction using the perspective of an in-car camera, the film delivered both entertainment and suspense.
'Night Fishing,' co-produced by Hyundai Motor Company and its advertising agency Innocean, broke conventional advertising norms and led socio-cultural trends by boldly adopting storytelling without directly featuring vehicles and by using the 'snack movie' format with a runtime of around 10 minutes. As a result, 'Night Fishing' has garnered significant attention, winning five major awards?including the Grand Prix at the Clio Awards, the Grand Prix at Spikes Asia, and the Gold at AdFest?at major international advertising festivals in the first half of this year alone, with a total of 13 wins.
Director Moon Byunggon stated, "I am extremely pleased and honored to receive the Grand Prix, the highest distinction at the world's most prestigious Cannes International Advertising Festival," and added, "I would like to thank Hyundai Motor Company, Innocean, and everyone who supported and joined this unfamiliar yet new challenge."
Hyundai Motor Company's AI-based CSR campaign 'Tree Correspondent' won two Gold Lions and one Silver Lion in the Digital Craft category. The campaign was highly praised by the judges for its innovative storytelling, which used AI technology to have a tree write op-eds from a first-person perspective about the importance of forest conservation, offering a new way to evoke empathy for climate change response.
Sungwon Ji, Executive Vice President and Head of Brand Marketing at Hyundai Motor Company, said, "This is evidence that Hyundai Motor Company's consistent pursuit of innovative brand perception and content marketing through creative experimentation is generating meaningful responses globally," adding, "We will continue to pursue differentiated ways of communicating with customers amid changes in the market and media."
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