AGENCY: Wieden + Kennedy, Amsterdam
CLIENT: Honda
EXECUTIVE CREATIVE DIRECTOR: Jeff Kling/ John Norman,
CREATIVE DIRECTOR: Sue Anderson
ART DIRECTOR/ANIMATOR: Nacho Guijarro
ART DIRECTOR: Craig Melchiano
PRODUCTION COMPANY: Bouffant
DIRECTOR: Erik van Wyk
EXECUTIVE PRODUCER: Melina McDonald
DOP: Tim Pike
EDITOR: Kobus Loots
Honda is hoping to recreate some of the success of it's Accord commercial a few years back with a new innovative commercial to introduce the world to its new Insight Hybrid. Called "Let it Shine" the ad runs to the tune of "This Little Light of Mine" by Berend Dubbe and is directed by Erik van Wyk.
What is so fascinating about the commercial is that it appears as though the sequence of positive messages, shapes and patterns is being played out on a screen made up of LEDs, when it is actually a field full of Honda Insights, which create the patterns by flashing their headlights. In total it took almost 1,000 cars to put this short tv spot together.
The 60, 30, 20 and 15-second TV spots marks the global launch of the all-new Insight -- the most affordable hybrid on the market -- which aims to make cleaner car technology accessible to a wider audience. The new Insight goes on sale at the start of April in most of Europe.
The advertisement opens on what appears to be the world's largest LED screen displaying an animated sequence of simple dot matrix graphic stories that depict the notion of 'good'. The animations show hugs and kisses, frowns turned into smiles, and general goodwill -- all aiming to convey people's inherent wish to be good. As the animation plays it is slowly revealed to the viewer that it is actually being created entirely by the headlights of hundreds of Honda Insight cars. The spectacle is set to a bespoke recorded version of 'This Little Light of Mine' created by Berend Dubbe.
The campaign extends Honda's strategy of continuing to be at the forefront in environmental technologies and communications. This new approach underpins a communications plan which will run alongside the expansion of Honda's hybrid range with a coupe based on the CR-Z concept and a Jazz hybrid set to join the new Insight and existing Civic Hybrid in the next two years.
Chris Brown, Head of Marketing for Honda Motor Europe comments: "We would like to become the most admired company in the world, and to do this we need to have the most admired brand and communications across our region, EMEAR. This is a continuation of our journey."
This latest campaign is truly integrated; with print, outdoor and digital in addition to TV. The theme 'Everyone Wants to Be Good' is incorporated throughout, as well as the iconic 'Honda Eco' flower - a visual cue to the 'Eco Assist' system within the Insight which encourages and rewards efficient driving.
In the end, although the team discovered that the idea was logistically feasible, they were concerned about the carbon footprint that a shoot of that magnitude would leave. After doing the work to see what was possible W+K and Honda made a conscious decision to look at a more environmentally friendly alternative. The result was a fusion of modelling software for animation, a small number of Insight vehicles for scale and a few hundred Insight headlights. The vehicles and headlights were precisely spaced and wired together while a specially created computer program created the two separate halves of the animations. These animation halves were subsequently married together in post-production.
This approach allowed the team to greatly reduce the carbon footprint of the shoot. To further limit carbon output they relied on vehicles already located in South Africa, grouped shipments of props and lights as much as possible, and mandated group transportation of personnel to and from shoot. For further good measure, the shoot's carbon output that could not be prevented was entirely offset through carbon credits purchased through the Carbon-Neutral Company's Unity Portfolio.
Loading...
1:00
Honda Jazz Indiaby amank20075,532 views
I own a Honda. Can't believe Honda would play off a spiritual commercial such as this. Look at the cross, and religious connotations.
For the record; playing off the Bible for sales doesn't sit well with me.
Lost my business. Have a "Happy Holiday", which you probably use...
brother0112 1 year ago