ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Brand Partnerships
Annual ID
OA25_BEN003S
Background
[Hyundai Offering an Immersive Experience with 「Night Fishing」]
「Night Fishing」 is a 13-minute branded film shot using only seven cameras mounted on the IONIQ. Hyundai Motor Company aimed to provide consumers with an immersive experience through pure entertainment rather than traditional advertisements. The company was determined to officially screen 「Night Fishing」 in theaters, offering the optimal setting for an engaging experience.
[CGV, the World's 5th Largest Movie Theater Chain, Finds a Way to Fill Empty Theaters After the Pandemic]
Since the COVID-19 pandemic, theaters have faced a prolonged recession. CGV, South Korea's leading multiplex chain, was exploring innovative ways to bring audiences back to its still-empty theaters.
「Night Fishing」 is a 13-minute branded film shot using only seven cameras mounted on the IONIQ. Hyundai Motor Company aimed to provide consumers with an immersive experience through pure entertainment rather than traditional advertisements. The company was determined to officially screen 「Night Fishing」 in theaters, offering the optimal setting for an engaging experience.
[CGV, the World's 5th Largest Movie Theater Chain, Finds a Way to Fill Empty Theaters After the Pandemic]
Since the COVID-19 pandemic, theaters have faced a prolonged recession. CGV, South Korea's leading multiplex chain, was exploring innovative ways to bring audiences back to its still-empty theaters.
Creative Idea
[Win-Win Partnership]
「Night Fishing」, a 13-minute branded film screened for just $1, sparked massive interest and achieved 100% media coverage. This success is the result of Hyundai Motor Company's effective strategy to partner with multiplex chain CGV, offering consumers an immersive brand experience through high-quality entertainment content rather than traditional advertisements.
On the other hand, CGV needed a way to bring audiences back to theaters with a 30% recovery rate after the pandemic. CGV had to find an opportunity to let the audience experience the high-quality visuals and sound that only theaters can offer, unlike YouTube or OTT services. The short 13-minute runtime and the affordable $1 ticket price reduced the psychological barrier for audiences to return to the theaters. 「Night Fishing」 not only attracted viewers but also encouraged them to watch additional feature films, breathing new life into the stagnant theater industry.
「Night Fishing」, a 13-minute branded film screened for just $1, sparked massive interest and achieved 100% media coverage. This success is the result of Hyundai Motor Company's effective strategy to partner with multiplex chain CGV, offering consumers an immersive brand experience through high-quality entertainment content rather than traditional advertisements.
On the other hand, CGV needed a way to bring audiences back to theaters with a 30% recovery rate after the pandemic. CGV had to find an opportunity to let the audience experience the high-quality visuals and sound that only theaters can offer, unlike YouTube or OTT services. The short 13-minute runtime and the affordable $1 ticket price reduced the psychological barrier for audiences to return to the theaters. 「Night Fishing」 not only attracted viewers but also encouraged them to watch additional feature films, breathing new life into the stagnant theater industry.
Insights & Strategy
[Hyundai’s 13-Minute Branded Content Revives Theaters]
Hyundai Motor Company, aiming to offer consumers an immersive experience, partnered with CGV, which was searching for ways to draw audiences back to empty theaters after the pandemic. Together, they created a win-win strategy for the release of 「Night Fishing」, which was screened in theaters nationwide for just $1, placing the 13-minute short film between feature film screenings. This marked the first time a branded film had been officially released through a formal classification process.
「Night Fishing」, a high-quality short film offering top-tier visuals and sound, quickly became a hit, ranking No. 1 in audience occupancy rate and surpassing prominent commercial films. The film also generated consumer interest, achieving the best brand preference for the IONIQ. Furthermore, one out of three of the audience who came to watch 「Night Fishing」 stayed to watch additional feature films, helping audiences return and reviving the theaters.
Hyundai Motor Company, aiming to offer consumers an immersive experience, partnered with CGV, which was searching for ways to draw audiences back to empty theaters after the pandemic. Together, they created a win-win strategy for the release of 「Night Fishing」, which was screened in theaters nationwide for just $1, placing the 13-minute short film between feature film screenings. This marked the first time a branded film had been officially released through a formal classification process.
「Night Fishing」, a high-quality short film offering top-tier visuals and sound, quickly became a hit, ranking No. 1 in audience occupancy rate and surpassing prominent commercial films. The film also generated consumer interest, achieving the best brand preference for the IONIQ. Furthermore, one out of three of the audience who came to watch 「Night Fishing」 stayed to watch additional feature films, helping audiences return and reviving the theaters.
Execution
The 「Night Fishing」 campaign followed the same process as feature-length commercial films. The film’s world premiere took place at Chef Dance, the principal program of the Sundance Film Festival. Before its release, the campaign gained pre-viral traction through various media channels, including OOH advertising, film magazines, and the multiplex CGV’s owned media (YouTube, Instagram, etc). Online and offline premiere events featured limited-edition merchandise and special posters inspired by the movie’s motifs. Following its release, a special exhibition was installed at Hyundai Motor Studios nationwide, showcasing a behind-the-scenes film and offering IONIQ test drives.
*Timeline
- August 30, 2023 : Crank-in (Start filming)
- September - December 2023 : Editing & sound design
- January 2024 : World Premiere at Chef Dance, Sundance Film Festival’s principal program
- June 2024 : Official release in theaters nationwide (CGV)
- July 2024 : Won Best Editing Award at the 28th Fantasia International Film Festival
- July 2024 - Present : 「Night Fishing」 exhibition at Hyundai Motor Studio
*Timeline
- August 30, 2023 : Crank-in (Start filming)
- September - December 2023 : Editing & sound design
- January 2024 : World Premiere at Chef Dance, Sundance Film Festival’s principal program
- June 2024 : Official release in theaters nationwide (CGV)
- July 2024 : Won Best Editing Award at the 28th Fantasia International Film Festival
- July 2024 - Present : 「Night Fishing」 exhibition at Hyundai Motor Studio
Results
The movie 「Night Fishing」 did not use any media budget but instead earned revenue from ticket sales. In the competitive K-Movie market, it received great reviews, leading to passionate interest in the IONIQ brand.
1) #1 Audience Occupancy Rate (Surpassing 'Inside Out 2')
2) 300% Average Ticket Sales
3) 250% Extended Screening
4) OTT Rating No.1 for 2 weeks (Korea's leading platform TVING)
5) 100% Media Coverage
6) 200% Gen Z Search Rate
7) 98% Brand Sentiments
8) 13.7B PR Value
9) 767% Impact Over Previous Campaigns
10) 126% Dealership Visits
11) 155% IONIQ Test Drive
Additionally, one in three audience members who watched 「Night Fishing」 stayed to watch the following feature film. This breakthrough helped attract new audiences to the multiplex chain CGV, which had been struggling since the pandemic. As a result, overall ticket sales at CGV during the screening of 「Night Fishing」 increased by more than 17% compared to the average.
1) #1 Audience Occupancy Rate (Surpassing 'Inside Out 2')
2) 300% Average Ticket Sales
3) 250% Extended Screening
4) OTT Rating No.1 for 2 weeks (Korea's leading platform TVING)
5) 100% Media Coverage
6) 200% Gen Z Search Rate
7) 98% Brand Sentiments
8) 13.7B PR Value
9) 767% Impact Over Previous Campaigns
10) 126% Dealership Visits
11) 155% IONIQ Test Drive
Additionally, one in three audience members who watched 「Night Fishing」 stayed to watch the following feature film. This breakthrough helped attract new audiences to the multiplex chain CGV, which had been struggling since the pandemic. As a result, overall ticket sales at CGV during the screening of 「Night Fishing」 increased by more than 17% compared to the average.
2025 Awards
Total Points: 14
Silver Award
Credits
Agency
INNOCEAN / Seoul
Client / Brand
Hyundai Motor Company / Seoul
Production Company
Markenfilm Asia / Seoul
Stannum / Seoul
Post Production Company
Planit Production / Seoul
Art Director
Eun-Ha Oh
Chief Creative Officer
Jung A Kim
Copywriter
Doyu Yang
Seung-Ha Rhee
Creative Director
Nari Moon
Creative Technologist
Hye-dong Roh
Director of Photography
Hyungrae Cho
Film Director
Byoung-Gon Moon
Global Chief Marketing Officer
Sungwon Jee
Sound Designer
Jack Patterson
Tom Joyce
Writer
Sukjae Hong
Assistant Editor
Hyeon-Jun Kim
Executive Producer
In-Ah Lee
Young-Hwi Seo
A Cam Operator
Kyuyeon Lee
Account Director
Bo-Kyung Kim
Min Kang
Account Executive
Sarah Yuna Choi
Sejin Sam Kim
Actor
Sukku Son
Assistant Sound Desginer
Ehyun Moon
Hyunji Shin
B Cam Operator
Wonwoo Jung
C Cam Operator
Taewoo Kim
CEO
Suyoun Choi
Chief Account Director
Hak-no Hayden Yun
Colorist
Sönke Heuer
Composer / Head of Music
Luis Almau
Costume Designer
Kyunghwa Chae
Drone Operators
Kihyuk Nahm
Siyoon Kim
First Assistant Director
Hoyong Jeon
Gaffer
Gilgyu Lee
Head of Group
Bongjo Kang
Head of Sub Division
Jumi Kim
Head of Team
Sae-mi Shin
Manager
Eugene Song
Jiyeon Che
Managing Director / Executive Producer Soundtree
Jay James
Managing Directors
Peer Münster
Yacoob Essack
Production Designer
Soohee Kim
Senior Account Director
Gye-Eun Chang
Senior Manager
Boyoung Joo
Seokhyun Alex Oh
Songs, Additional Original Score
Brand Newjiq
Jaehyun Kim
Sound Desginer
Heekook Hur
Sound Designer / Head of Sound
Henning Knöpfel
Stunt Coordinator
Namseok Noh
Title Sequence by
Dongwook Cho
Yoosun Kang
Heebok Lee
Hyunji Yoon
VFX Artist
Chiyoung Park
Chohwi Park
Heeji Kim
Hyeongbin Yoon
Jiyoung Kim
Yookyung Hong
Youjin Lee
VFX Producers
Pawel Wlodarczyk
Tania Samkova
VFX Supervisor
Sergi Tiginashvili
VFX Supervisor & Senior 3D Artist
Dawid Cencora
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