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
Innovation in Moving Image / Sound Craft Production
Annual ID
OA25_MIS008B
Background
Hyundai Motor Company invested a sizable budget since the launch of its electric car flagship, the IONIQ. However, its core target, the MZ generation, has shown little interest(1.4% IONIQ awareness among the MZ generation). As a solution, Hyundai decided to create unique content that only the IONIQ could produce, aiming to appeal to the MZ generation's love for fresh content. Equipped with seven cameras, including key features like the Digital Side Mirror(DSM), the IONIQ produced content that had never been created before. Surprisingly, the 13-minute branded film never displays the IONIQ logo or a full shot of the vehicle. Nevertheless, the brand search rate among Gen Z has more than doubled. Additionally, IONIQ test drives have reached the highest numbers since the vehicle’s launch, making 「Night Fishing」 more effective than any advertisement Hyundai has ever executed.
Creative Idea
[World’s First Experimental Movie Filmed with Car Cameras]
「Night Fishing」 is the first movie to be filmed using only car cameras. Hyundai Motor Company produced this groundbreaking experimental film with seven cameras mounted on the IONIQ. IONIQ is the first dedicated electric vehicle lineup in Korea that has the most innovative brand image. Creating a 13-minute film with only fixed car cameras presented a series of challenges. From the planning stages, which included consideration of the unique circumstances, to corresponding story development, filming, editing, and post-production, the entire process required innovative endeavors across various fields.
「Night Fishing」 is the first movie to be filmed using only car cameras. Hyundai Motor Company produced this groundbreaking experimental film with seven cameras mounted on the IONIQ. IONIQ is the first dedicated electric vehicle lineup in Korea that has the most innovative brand image. Creating a 13-minute film with only fixed car cameras presented a series of challenges. From the planning stages, which included consideration of the unique circumstances, to corresponding story development, filming, editing, and post-production, the entire process required innovative endeavors across various fields.
Insights & Strategy
[World’s First Film Shot by a Car]
The new entertainment content film designed to captivate ad-skeptical audiences, 「Night Fishing」, is the first movie filmed entirely using seven car cameras. This unique approach, where the car transitions from being the subject of the film to acting as the director of photography, caught the public’s attention even before the movie’s release and went viral among MZ generation consumers. Rather than promoting 「Night Fishing」 as standard branded content, it was officially screened in theaters with a $1 ticket price tailored to its 13-minute runtime. Consumers who typically avoid advertisements but appreciate well-made content flocked to theaters to watch 「Night Fishing」, resulting in a 767% higher PR success compared to standard IONIQ advertisements.
The new entertainment content film designed to captivate ad-skeptical audiences, 「Night Fishing」, is the first movie filmed entirely using seven car cameras. This unique approach, where the car transitions from being the subject of the film to acting as the director of photography, caught the public’s attention even before the movie’s release and went viral among MZ generation consumers. Rather than promoting 「Night Fishing」 as standard branded content, it was officially screened in theaters with a $1 ticket price tailored to its 13-minute runtime. Consumers who typically avoid advertisements but appreciate well-made content flocked to theaters to watch 「Night Fishing」, resulting in a 767% higher PR success compared to standard IONIQ advertisements.
Execution
The key was to compile the footage captured from the perspective of the seven cameras mounted on the IONIQ to tell a compelling story. Before filming, several pre-tests and rough cuts were made. On set, a monitor connected to the seven car cameras allowed the editor to simultaneously edit the footage and ensure the intended flow. To overcome the limitations of the fixed cameras, drones were used for lighting. Even when the actor was not in the frame, the action taking place outside was conveyed through the movement of light and the shaking of the vehicle. Additionally, to emphasize the experimental nature of the film using the IONIQ’s point of view, the distinctive low-pixel texture of car cameras was highlighted. As a thriller, special attention was paid to the sound design to amplify the tension, stimulating the audience's imagination even in scenes that could have been monotonous from static composition.
Results
The movie 「Night Fishing」 did not use any media budget. Instead, it earned revenue directly from ticket sales. In the competitive K-Movie market, it received great reviews and was even included in Korean Air's in-flight entertainment lineup—marking the first time branded content was featured by the world’s second-largest airline.
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)
Although the film never displays the vehicle’s full body or logo, the success of 「Night Fishing」 generated significant interest in the IONIQ brand itself. Among the MZ generation, the primary target audience, the film inspired the creation and viral spread of related memes and content.
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
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)
Although the film never displays the vehicle’s full body or logo, the success of 「Night Fishing」 generated significant interest in the IONIQ brand itself. Among the MZ generation, the primary target audience, the film inspired the creation and viral spread of related memes and content.
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
2025 Awards
Total Points: 6
Bronze 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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