Sharing Marketing Insights at the Official Seminar on the 18th
Hyundai Motor Company announced on June 22 that it achieved its best-ever results at the world-renowned international advertising festival, Cannes Lions 2025, winning a total of five awards: the Grand Prix, two Gold Lions, and two Silver Lions.
Hyundai's first snack movie, "Night Fishing," won the Grand Prix in the Entertainment category at the Cannes International Advertising Festival, and on June 20, it also won a Silver Lion in the Film category for its original directing techniques and the bold attempt of a 10-minute runtime.
Hyundai Motor Company's CSR promotional campaign, "Tree Correspondents," was also named a finalist in eight categories for its AI technology-based marketing and innovative storytelling from the first-person perspective of a tree. Among these, it won two Gold Lions in two categories of the Digital Craft section and a Silver Lion in one category.
Invited to the official seminar of the Cannes International Advertising Festival, conducting a seminar on the main stage. (From left) Christie Lind, Chief Client Officer of Canvas Worldwide, a US subsidiary of Innocean; Jeongah Kim, Chief Creative Officer (CCO) of Innocean; Sungwon Ji, Head of Brand Marketing Division at Hyundai Motor Company. Provided by Hyundai Motor Company
Furthermore, Hyundai, together with Innocean, was invited by the Cannes International Advertising Festival to host an official seminar on June 18 under the theme "Cut the Ad. Roll the Show."
The official seminars held during the Cannes International Advertising Festival bring together brand leaders and content experts from around the world to share the latest marketing trends and discourse. Alongside the awards ceremony, these events attract significant industry attention. Therefore, only a select few global companies and brands that have been recognized for new approaches and creative content are given the opportunity to present, under the review of the Cannes International Advertising Festival organizing committee.
The seminar that day was moderated by Christie Lind, Chief Client Officer of Canvas Worldwide, Innocean's US subsidiary. Sungwon Ji, Head of Brand Marketing Division at Hyundai Motor Company, and Jeongah Kim, Chief Creative Officer (CCO) of Innocean, participated as speakers. They revealed the planning background, production process, and achievements of the award-winning "Night Fishing" project, sharing insights unique to Hyundai's brand marketing, which continues to discover new ways to deliver differentiated messages and create new points of contact with customers, moving beyond the conventional framework of traditional advertising.
Hyundai's seminar at this year's festival delivered a provocative message?"Stop making ads"?capturing the attention of global marketers. The experimental storytelling and genre of "Night Fishing" presented new possibilities for brand advertising concepts and production methods, earning an enthusiastic response from local global media and creators.
Ji said, "It is deeply meaningful to introduce the 'Night Fishing' project, which achieved the valuable result of winning the Grand Prix by boldly breaking away from conventional advertising grammar. Global marketing has evolved beyond competition among similar industries to a contest involving not only companies but also individual creators. Hyundai will continue to lead brand communication trends in collaboration with creators."
Kim said, "Innocean has continuously experimented with creativity that crosses boundaries across culture, combining brands with a variety of content. This seminar provided an opportunity to explore interesting cases of branded content that is constantly evolving and diversifying."
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