Car-cam drama wins Grand Prix for Innocean

A SPOOKY mini-drama filmed by a car has driven away with the 2025 Entertainment Lions Grand Prix. ‘Night Fishing’ was produced by Innocean, Seoul and Hyundai Motor Company to showcase the latter’s Ioniq electric car, with footage captured using the cameras mounted on the vehicle.

Directed by Moon Byounggon and starring South Korean actor Son Sukku, the film sees an agent trying to capture a mysterious glowing entity by hanging out batteries as bait. But

as the film progresses, the question becomes who is hunting who?

“It is just a unique experience that anyone would enjoy. It’s fictional, dramatic, sci-fi, and it is narratively interesting and not heavy-handed,” said Jury President David Rolfe, global head of production at WPP/Hogarth.

Jury President David Rolfe

“We loved the wedding of humanism and technology, which is obviously topical and has a real presence in culture. It’s the first film entirely shot by a car. I can’t think of something [else] that is so subtly done but then works so hard.”

“It’s a film made by the vehicle, while also made by two craftspeople within the entertainment business,” added Rolfe. “The story is truly extraordinary, and the journey of watching this film is surprisingly humanistic. It’s scary!”

Rolfe praised Lions for the way the Entertainment categories have diversified, with this category seeing pure entertainment work compete with branded entertainment experiences.

“As we navigated the contextual mechanics of what makes something entertainment versus advertising, we tried to embrace the visceral,” he said. “But we also found it could be less so. If it’s living in culture, it’s got entertainment properties. When something is living and drawing oxygen from or lending oxygen to culture, it is entertainment.”

Five Gold Lions were awarded this year for work from the US (3), France and Brazil.