■ At Asia’s largest international advertising festival, INNOCEAN wins the top honor Grand Prix with Hyundai’s Night Fishing campaign. ■ INNOCEAN and Shinsegae Property host a lecture exploring the future of “AI-driven DOOH” as a connector between people and cities. SEOUL, September 1, 2025 — INNOCEAN has once again reaffirmed its standing as a global leader in marketing communications, sweeping the top Grand Prix along with Gold, Silver, and Bronze awards at the MAD STARS 2025, one of Asia’s largest celebration of marketing, advertising, and digital content. INNOCEAN (CEO Yongwoo Lee) announced on the 1st that it won a total of 14 awards at MAD STARS 2025: one Grand Prix, two Golds, three Silvers, three Bronzes, and five Crystals. The campaign that won the prestigious Grand Prix was Night Fishing, created in partnership with Hyundai Motor Company. This 13-minute “snack movie,” starring actor Sukku Son and the Hyundai IONIQ 5, gained significant attention as the first branded content to be screened in Korean theaters. Praised for its groundbreaking creativity and cinematic storytelling, the campaign was shot from the car’s point of view to maximize immersion. Its innovative approach to branded entertainment not only captivated audiences but also delivered effective brand storytelling. Winning the Grand Prix in the PR category, the campaign also secured two Golds, two Silvers, and three Bronzes across Branded Entertainment, Film, and Media categories. Additionally, INNOCEAN earned one Silver and two Crystal awards for its in-house social contribution campaign Life-saving Bathhouse, and three Crystals for the Genesis GV60 campaign. Beyond the awards, INNOCEAN co-hosted a lecture with Shinsegae Property under the theme “AI-Powered Digital Out-of-Home Advertising”, presenting a strategic vision to strengthen the future of Korea’s DOOH market and its global competitiveness. The session emphasized that when AI moves beyond a purely technical function and integrates with digital outdoor media, it can evolve into a “public medium” — connecting cities and people, offering meaningful experiences, and delivering cultural context. As a case study, INNOCEAN highlighted its The Biggest Lifeguard campaign at Busan’s Haeundae “Grand Josun Media,” where real-time weather and marine data were linked to DOOH displays to deliver safety messages to beachgoers, contributing to local community safety. INNOCEAN currently operates the exclusive rights to “Grand Josun Media,” Korea’s only non-capital special outdoor advertising zone, delivering innovative creative DOOH campaigns. INNOCEAN also showcased Timeless Moment, a media art project presented last year at Shinsegae Department Store’s flagship façade “Shinsegae Square,” underlining how Korea’s DOOH content is increasingly going beyond commercial advertising to embody cultural value and gain international recognition.