INNOCEAN and Hyundai Motor Hook Grand Prix at Spike Asia

Hyundai Motor Group’s advertising agency, INNOCEAN, has landed a prestigious Grand Prix at the 2025 Spike Asia Awards for its innovative “Night Fishing” campaign, a collaborative effort with Hyundai Motor.The award recognizes excellence in both TV and cinema advertising. Furthermore,the campaign secured a Silver prize in the Branded Content & Innovation category,underscoring its multifaceted success.

“night Fishing”: A Thriller Sparking Interest in Electric Vehicle Technology

Hyundai IONIQ 5 at a charging station in ‘Night Fishing’ film”>

The “Night Fishing” campaign centers around a short thriller film depicting a hunter’s pursuit of an enigmatic creature attempting to pilfer electricity from an electric car charging station at night.The film stars actor Son Seok-gu and prominently features the Hyundai IONIQ 5, strategically parked at the charging location. Released in June 2024, the 13-minute film garnered significant attention, attracting an audience of 40,000 with a nominal ticket price of ₩1,000.

Creative Fusion: Blending Commercial Appeal with Cinematic Artistry

The film-centric campaign has been lauded for its effective communication of Hyundai Motor’s brand values, particularly its focus on innovation and cutting-edge technology. The unique filming techniques, employing the car’s perspective, have been recognized for pushing creative boundaries by seamlessly integrating commercial objectives within the film genre.this approach highlights the growing trend of brands leveraging entertainment to connect with consumers.According to a recent study by Statista, branded content spending is projected to reach $414 billion in 2025, demonstrating the increasing importance of this marketing strategy.

The campaign effectively conveys the innovation and technology of Hyundai Motor brand through the original technique filmed with the eyes of the car.

Prior to its Spike Asia triumph, INNOCEAN’s “night Fishing” campaign also received accolades at Adfest, another major advertising festival in the Asia-Pacific region, solidifying its position as a standout creative achievement.

LG’s HSAD and CU Convenience Stores: “Mind Storage” Campaign Recognized

LG Group’s advertising arm, HSAD, also celebrated success at Spike Asia, securing an award in the Brand Experience & Activation category for its “Mind storage” campaign in collaboration with CU convenience stores. This campaign allows users to select a “plus one” item stored within the CU app, “Pocket CU,” and activate a “Donating” button. The initiative was praised for fostering voluntary consumer engagement and contributing to addressing social issues through everyday actions. This reflects a growing consumer preference for brands that demonstrate social responsibility. A 2024 Deloitte study found that 66% of consumers are more likely to purchase from brands that have a clear commitment to social impact.