SEOUL, KOREA — Where cinema meets brand experience, Night Fishing by INNOCEAN and Hyundai Motor Company is making waves. The campaign, a genre-bending short film starring Korean actor Son Suk-ku and the Hyundai IONIQ 5, hooked the spotlight at ADFEST 2025, reeling in a total of five awards, including a coveted Gold in Brand Experience.
Part suspense thriller, part cinematic experiment, Night Fishing took home honors across Brand Experience, Entertainment, Film Craft, and Film categories – earning one Gold, one Silver, and three Bronze awards.
Set under the quiet hum of an EV charging station, the film unspools a mysterious tale that is all told through the lens of the car itself. With no overt product placement, it dares to redefine what branded content can be. The IONIQ 5 becomes less of a vehicle and more of a character as it observes, participates and guides the narrative.
“As consumer preferences evolve, it was important to go beyond traditional TVCs and digital ads. We believe the campaign’s success lies in its fresh format that resonated with modern audiences,” an INNOCEAN spokesperson said.
The campaign also received recognition for its artistic merit, with no direct vehicle promotion, offering a cinematic experience that boldly redefines branded storytelling. Night Fishing previously earned the Best Editing Award at the Fantasia International Film Festival in Montreal, Canada in July 2024.
“We are thrilled that our bold creative approach has been recognized on such a global stage,” said William Lee, Global CEO of INNOCEAN. “We will continue to deliver differentiated ideas that provide meaningful brand experiences.”
Founded in 1998, ADFEST is one of the leading advertising festivals in the Asia-Pacific region alongside Spikes Asia.
