SEOUL, SOUTH KOREA – At this year’s MAD STARS, Asia’s largest international festival for marketing, advertising, and digital content, INNOCEAN reaffirmed its creative dominance by securing the coveted Grand Prix alongside a diverse sweep of accolades. Complementing its award-winning campaigns, the agency also co-hosted a forward-looking lecture on the future of AI-powered Digital Out-of-Home (DOOH) advertising.
The highlight of INNOCEAN’s success was its Grand Prix win in the PR category for Night Fishing, an inventive branded content collaboration with Hyundai Motor Company.
The 13-minute “snack movie,” featuring actor Sukku Son and the Hyundai IONIQ 5, captivated audiences as the first branded content ever screened in Korean theaters. Filmed entirely from the car’s perspective, the piece blended cinematic storytelling with brand immersion, setting a new standard for branded entertainment.
In addition to the Grand Prix, Night Fishing garnered two Golds, two Silvers, and three Bronzes across Branded Entertainment, Film, and Media categories, underscoring its creative and strategic resonance.
INNOCEAN also earned recognition for its in-house social campaign Life-saving Bathhouse (one Silver, two Crystals) and the Genesis GV60 campaign (three Crystals), bringing the agency’s total haul to 14 awards: one Grand Prix, two Golds, three Silvers, three Bronzes, and five Crystals.
Beyond the accolades, INNOCEAN partnered with Shinsegae Property to host a thought-provoking session on “AI-Powered Digital Out-of-Home Advertising.” The lecture explored how AI, when integrated with outdoor media, can transform DOOH into a “public medium” that connects people and cities while delivering cultural and contextual value.
Among the case studies presented was The Biggest Lifeguard, a campaign at Busan’s Haeundae “Grand Josun Media.” By leveraging real-time weather and marine data, the DOOH installation delivered safety messages to beachgoers, illustrating how data-driven creativity can serve both communities and brands.
INNOCEAN also spotlighted Timeless Moment, a media art project exhibited on the iconic “Shinsegae Square” façade, positioning DOOH as a platform that extends beyond commerce to embody cultural significance and international prestige.
Reflecting on the agency’s achievements, INNOCEAN CEO Yongwoo Lee affirmed the company’s commitment to pushing creative and strategic boundaries: “Building on our achievements at MAD STARS 2025, we will continue to strengthen our position as a global creative leader by delivering innovative ideas and differentiated solutions.”
Now in its 18th edition, MAD STARS was staged from August 27–29 across Signiel Busan and the Haeundae area. This year’s theme, “AI-vertising: The Era of AI-driven Advertising and Marketing,” highlighted the industry’s evolving relationship with artificial intelligence. The event was organized by the MAD STARS Organizing Committee with support from the City of Busan and the Ministry of Culture, Sports and Tourism.
