Innocean wins Grand Prix at Cannes Lions 2 years in row

Executives and staff members of Innocean celebrate after winning an award at the 2025 Cannes Lions International Festival of Creativity in France in this undated photo, released Sunday. Courtesy of Innocean

Innocean, the global marketing and communications arm of Hyundai Motor Group, has won the Grand Prix at the 2025 Cannes Lions International Festival of Creativity for the second straight year.

The agency took home the top honor in the Entertainment category for its 13-minute branded short film, “Night Fishing,” co-produced with Hyundai Motor. The campaign also earned a Silver Lion in the Film category, marking a rare double win at the world’s most prestigious advertising festival.

“Night Fishing” is a mystery thriller starring actor Son Suk-ku and set near an electric vehicle charging station. Shot entirely from the perspective of a car camera, the film creates a suspenseful narrative while highlighting Hyundai’s innovation. The short was released theatrically in Korea after receiving an official film rating, making it the first branded content of its kind to appear in cinemas. Tickets were priced at 1,000 won ($0.72), drawing public interest for its unique presentation.

Innocean managed the project from concept to execution, including production, promotion and international submissions. The campaign has already garnered top prizes at the Clio Awards and Spikes Asia, where it also received a Grand Prix award.

In addition to the Grand Prix and Silver Lion, Innocean won two Bronze Lions — one for the Kia Soundscapes project by its Berlin office in the Digital Craft category, and another for Camdom, a privacy protection campaign with contraceptive brand Billy Boy, in the Brand Experience & Activation category.

“This marks a meaningful achievement not just for our headquarters in Seoul, but for our global network,” said Innocean CEO Lee Yong-woo. “With creativity and bold thinking at the heart of our culture, Innocean is proud to be recognized as a global creative powerhouse.”