Hyundai Motor Secures Grand Prix and Gold Lions at Cannes Lions 2025

SEOUL/CANNES, FRANCE, June 18, 2025 – Hyundai Motor Company has achieved remarkable success at the 2025 Cannes Lions International Festival of Creativity, securing a Grand Prix, two Gold Lions, and a Silver Lion for its innovative projects 'Night Fishing' and 'Tree Correspondents.' This recognition underscores Hyundai's commitment to creativity and storytelling in its branding efforts.

The Grand Prix was awarded to 'Night Fishing' in the Entertainment – Branded Content category. This short film, described as a 'snack movie', showcases Hyundai's innovative marketing approach, engaging audiences through a cinematic narrative that eschews traditional promotional tactics. The film was developed in collaboration with Innocean, directed by Moon Byounggon, and features popular actor Son Sukku. The unique format, filmed from the perspectives of seven cameras installed on a car, differentiates it from conventional advertising.

Sungwon Jee, Senior Vice President and Global Chief Marketing Officer of Hyundai Motor Company, emphasized the significance of this achievement, stating, "Winning four awards, including the Grand Prix, is a testament to Hyundai Motor’s consistent efforts to build an innovative brand identity through creative storytelling."

'Night Fishing' not only exemplifies engaging content but also initiates conversations around innovative branding. Yongwoo Lee, CEO of Innocean, remarked on the film's global impact, noting, "It’s rewarding to see that this resonated on a global stage and led to the honor of receiving the Grand Prix."

In addition to 'Night Fishing', Hyundai's 'Tree Correspondents' campaign garnered two Gold Lions and one Silver Lion in the Digital Craft category. This campaign, part of the 'IONIQ Forest' initiative, is a decade-long corporate social responsibility (CSR) project dedicated to biodiversity conservation. The campaign utilizes artificial intelligence (AI) to analyze ecological data from global IONIQ Forests, sharing insights on forest health and biodiversity through innovative storytelling techniques.

The 'IONIQ Forest' program, which celebrates its 10th anniversary, has committed to planting a million trees across 13 regions worldwide by July 2025. By integrating AI with creative content, 'Tree Correspondents' invites audiences to engage with the importance of forest conservation in a novel manner.

This year’s Cannes Lions Festival, now in its 72nd year, attracted over 25,000 entries from 100 countries, making the recognition of Hyundai’s projects particularly notable. The festival serves as a global platform for showcasing excellence in advertising and communications, featuring nearly 200 sessions led by industry leaders.

The success of Hyundai at the Cannes Lions Festival reflects a broader trend of automotive brands leveraging creative storytelling to connect with consumers in meaningful ways. As brands navigate an ever-evolving media landscape, Hyundai's innovative approach exemplifies the potential of combining art and advertising in a way that resonates worldwide.

Moving forward, Hyundai Motor plans to continue exploring unique methods to engage its audience, reinforcing its position as a leader in the automotive industry committed to sustainability and innovation.