INNOCEAN Clinches Grand Prix at 2025 Spikes Asia for Hyundai’s Striking ‘Night Fishing’ Campaign

Global creative agency INNOCEAN has secured top honours at the 2025 Spikes Asia Awards, winning the coveted Grand Prix in the TV/Cinema Film category for its evocative short film “Night Fishing”, created in collaboration with Hyundai Motor Company. The campaign was lauded for its exceptional creativity, storytelling finesse, and cinematic craftsmanship. It also bagged a Silver in the Innovation in Branded Content category, further underscoring its standout impact.

“Night Fishing” stars acclaimed actor Son Suk-ku and features Hyundai’s electric flagship, the IONIQ 5. Set at an EV charging station, the 13-minute short-form thriller unfolds with an atmospheric mystery and a surprising narrative twist, combining high production values with a human-centric storyline.

Notably, the film marked a first in the Korean market as the country’s inaugural branded short screened in cinemas—a bold move that captured public imagination and demonstrated the evolving potential of branded entertainment.

“We are truly honored to receive the highest Grand Prix award at Asia-Pacific’s most prestigious advertising festival. We will continue to deliver diverse and groundbreaking campaigns that not only meet our clients’ needs but also offer consumers the best brand experiences,” said William Lee, Global CEO of INNOCEAN.

The campaign has been praised for introducing a new format of branded content through a cinematic approach, effectively showcasing Hyundai’s innovation and technological expertise with a unique filming technique that captures the story from the car’s perspective. It is recognized for blending artistic value with commercial objectives, expanding creative possibilities in branded content, and offering a new direction for brand communication.

Previously, in March, INNOCEAN also won five awards—including a Gold award—at ADFEST for the “Night Fishing” campaign. With its Grand Prix win at Spikes Asia, considered one of the two major advertising festivals in the Asia-Pacific region alongside ADFEST, INNOCEAN has once again solidified its reputation for outstanding creative excellence in the region.

INNOCEAN was previously named “Agency of the Year” at the 2022 Spikes Asia.