Hyundai's "Night Fishing" Wins Grand Prix and Silver
Innocean Secures Grand Prix for Second Consecutive Year
Innocean announced on the 22nd that it has won the Grand Prix, the highest award, for two consecutive years at the Cannes Lions, the world’s most prestigious international advertising festival.
Innocean announced on the 22nd that it won the Grand Prix, the highest award, for two consecutive years at the Cannes Lions, the world's most prestigious international advertising festival. Cannes Grand Prix group cut. [Photo by Innocean]
At Cannes Lions, Innocean, in collaboration with Hyundai Motor Company, received the Grand Prix in the Entertainment category and the Silver in the Film category for its branded content "Night Fishing." Following its historic first-ever Grand Prix win at last year’s Cannes Lions, Innocean has now secured the Grand Prix at the world’s top advertising festival for two consecutive years.
The "Night Fishing" campaign is a branded content piece and a snack movie that garnered attention as the first of its kind to be screened in domestic theaters. Praised for its groundbreaking creativity, it has swept both domestic and international awards. Previously, Innocean won the Grand Clio at the Clio Awards and the Grand Prix at Spikes Asia for "Night Fishing," taking home the top prize at three major global advertising festivals this year.
The campaign stars actor Son Sukku and the Hyundai IONIQ 5, featuring a humanistic thriller set around a mysterious incident and an unexpected twist at an electric vehicle charging station. The total running time, including end credits, is just over 13 minutes. It is notable as the first branded content to be officially released in theaters after passing the official review of the Korea Media Rating Board, and the ticket price of 1,000 won also drew attention.
The Cannes Lions Entertainment jury said, "Most of the judges agreed without hesitation to award the Grand Prix to 'Night Fishing' after watching it," adding, "Although there were many large-scale projects with huge production budgets in the Entertainment category, none were as innovative or as indicative of the future of branded content as 'Night Fishing.'"
Innocean also won two Bronze awards at this year’s Cannes Lions. The Berlin office earned a Bronze in the Digital Craft category for the "Kia Soundscape" campaign for the Kia EV9. In addition, the "CAMDOM" campaign, created with Billy Boy, a company specializing in male contraceptives, to raise awareness about digital privacy protection, received a Bronze in the Brand Experience & Activation category.
Lee Yongwoo, CEO of Innocean, said, "Following last year’s Grand Prix win by our Berlin office, I am extremely pleased that our Seoul headquarters has also received the highest honor this year, making it two consecutive years. We have now firmly established ourselves as a truly global top-tier marketing communications company."
This year marks the 72nd edition of Cannes Lions, the largest global advertising awards ceremony with participation from over 90 countries, held from June 16 to June 20.
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