Hyundai Motor Commands the Global Creative Stage at Cannes Lions with Groundbreaking Short Film ‘Night Fishing’
Hyundai Motor Company took center stage this week at the prestigious Cannes Lions International Festival of Creativity, captivating global audiences and industry leaders alike with its avant-garde short film, Night Fishing. Set against the backdrop of the world’s most influential creative gathering, Hyundai’s participation highlighted the company’s growing influence in the intersection of technology, storytelling, and branded entertainment.
Having been invited to one of the most exclusive segments of the festival, Hyundai Motor hosted a headline seminar titled “Cut the Ad. Roll the Show”, in collaboration with Innocean, its long-standing creative partner. The seminar, held at the Rotonde Stage, served as both a showcase and a thought leadership platform. It provided a deep dive into the creative vision, production approach, and strategic implications behind Night Fishing, a project that has redefined the boundaries of traditional advertising.
Taking the stage to share the story behind the film were Sungwon Jee, Senior Vice President and Global Chief Marketing Officer of Hyundai Motor Company, and Jung A Kim, Chief Creative Officer of Innocean. Together, they unveiled the creative genesis of Night Fishing—a piece that challenges conventional norms of branded content by transforming a marketing asset into a genuine cinematic experience.
Night Fishing is not an ad that merely resembles a film, but a piece of content that stands as a film in its own right,” emphasized Sungwon Jee during the seminar. “This project signals a new direction for branded storytelling. I am incredibly proud that our innovative journey has brought us to Cannes Lions, where we’re not just presenting a brand, but a vision for the future of content—one that entertains, engages, and emotionally connects with audiences worldwide.”
A Paradigm Shift in Brand Communication
As audiences become increasingly discerning and overwhelmed by an ocean of digital content, traditional advertising often fails to capture meaningful attention. Hyundai Motor, recognizing this shift, opted for a radically different approach: to create content that people would actively seek out, rather than avoid. The result is Night Fishing—a cinematic short film that deliberately distances itself from overt product placement or corporate messaging, choosing instead to resonate emotionally through powerful storytelling.
Directed by acclaimed filmmaker Moon Byonggon, and starring the celebrated Korean actor Son Sukku, Night Fishing is a meditative and atmospheric narrative set in the quiet solitude of nature. Through its visual language and nuanced storytelling, it draws viewers into a world that feels introspective and human, while subtly aligning with Hyundai’s brand ethos of innovation, sustainability, and connectivity. The film was co-produced by Stannum and Markenfilm Asia, in association with Hyundai and Innocean.
This film was designed to be cinematic, not commercial,” noted Jung A Kim. “We wanted audiences to experience the emotion first and foremost. Any branding is purely contextual, allowing the story to breathe without interruption.”
By creating a project that feels more like an independent film than a marketing effort, Hyundai has positioned itself at the cutting edge of a new era in branded content—one where the lines between advertising and art are increasingly blurred.
Triumph at Cannes: Recognition for Creativity and Innovation
Hyundai Motor’s bold vision did not go unnoticed. Night Fishing earned critical acclaim at Cannes Lions 2025, receiving some of the most coveted awards at the festival. The film clinched the Grand Prix in the Entertainment – Branded Content category, signaling its effectiveness in not only reaching but deeply impacting audiences.
Further affirming its success, the project also won the Silver Lion in the Classic – Innovation in Film category, celebrating its pioneering blend of storytelling and technology. These accolades mark a significant milestone for Hyundai Motor, as they reflect the company’s evolution from a product-driven advertiser to a creator of culturally relevant, emotionally resonant content.
But Night Fishing wasn’t Hyundai’s only success story at Cannes this year.
The automaker’s ‘Tree Correspondents’ campaign, a digital and environmental initiative, garnered its own share of accolades. The campaign, which cleverly fused environmental activism with cutting-edge digital engagement, won two Gold Lions and one Silver Lion in the Digital Craft category. Together, these victories underscore Hyundai’s broader commitment to leveraging creativity not just for brand promotion, but for societal impact.
Behind the Vision: A Strategic Partnership
At the core of Hyundai Motor’s creative triumph lies its collaborative synergy with Innocean. Over the years, the two organizations have forged a deep and agile creative partnership, one that thrives on mutual innovation and a shared appetite for risk-taking. Night Fishing is the culmination of this partnership’s boldest instincts, reflecting a process that is as collaborative as it is visionary.
“Working with Hyundai is about more than just executing a campaign—it’s about shaping cultural narratives,” said Jung A Kim. “This project began with a blank canvas and a question: What kind of story does the world need right now? From there, we let creativity lead.”
The process behind Night Fishing was unusually immersive and unconstrained by the usual commercial brief. Innocean and Hyundai aligned on a storytelling-first philosophy, allowing the production team, led by Moon Byonggon, the freedom to construct a narrative without worrying about inserting traditional advertising elements.
Our approach was to trust the story,” added Sungwon Jee. “We believed that if we made something beautiful, meaningful, and memorable, the brand impact would follow naturally. And it has.”
Redefining the Future of Automotive Branding
Hyundai’s success at Cannes Lions is about more than accolades. It reflects a strategic pivot that may well serve as a blueprint for other global brands navigating the evolving media landscape. With consumer attention fragmented across platforms and expectations higher than ever, brands must compete not just with each other—but with all forms of content, from films to social media to interactive experiences.
By investing in narrative depth, cinematic quality, and emotional authenticity, Hyundai Motor is carving out a new path in brand communication. It’s a path that prioritizes value to the viewer over direct messaging—where the brand becomes part of the experience, not the interruption.
As the lines between entertainment and advertising continue to blur, Night Fishing stands as a bold example of what’s possible when a brand dares to tell a story for story’s sake.
The enthusiastic reception at Cannes Lions signals not just validation for Night Fishing, but momentum for Hyundai Motor’s broader creative journey. With increasing emphasis on storytelling, emotional connection, and cultural engagement, the company is poised to further elevate its presence on the global creative stage.
As Hyundai Motor continues to redefine how an automaker communicates with the world, one thing is clear: they are no longer just selling cars—they are telling stories, building experiences, and inspiring audiences.
