Leo Burnett Melbourne has created a campaign for Honda’s new HR-V. The campaign will be led by a TVC with a unique plot.
The launch of Honda’s HR-V sees the car manufacturer enter the compact SUV category for the first time in over a decade.
Honda Australia director Stephen Collins said: “This is our biggest launch this year. The all-new HR-V represents Honda at its best, and we wanted the campaign to reflect that spirit.”
Leo Burnett Melbourne, executive creative director, Jason Williams said: “At the core of the Honda brand is ‘the power of dreams’ and we have brought that to life for the launch of the all-new HR-V.”
The TVC is part of an integrated campaign that includes cinema, outdoor, direct, online, social and dealer communications.
Directed by Goodoil’s Nathan Price, it takes place within the lucid dream of the main character ‘Brian’. When an imposing force attempts to wake him, Brian uses the HR-V to make a getaway and keep on dreaming.
Backed by the iconic song Eurythmics song ‘Sweet Dreams’, the spot includes strange phenomena, teleportation and much more.
Director, Honda Australia: Stephen Collins
General Manager – Communications & Customer: Jason Miller Brand Communications Manager: Melissa Altarelli
Brand Communications Specialist: Sarah Tolliday
Agency: Leo Burnett Melbourne
ECD: Jason Williams
Creatives: Joe Hill / Garret Fitzgerald
Senior Agency Producer: Cinnamon Darvall Group Account Director: Chris Ivanov
Senior Account Director: Jaime Morgan Director of Integrated Strategy: Ilona Janashvili Strategy Planner: Emily Gould
Production: Goodoil Films
Director: Nathan Price
Executive Producer: Juliet Bishop
Producer: Claris Harvey
DOP: Ginny Loane
Production Designer: Guy Treadgold
Casting: Mullinars (AUS) / Amanda Rees (NZ) Editor: Jack Hutchings (The Butchery)
VFX & Supervisor: Colin Renshaw (ALT VFX)
VFX head of production: Kate Stenhouse (ALT VFX) Sound Engineer: Nat Joyce (Nylon)
Sound Producer: Emma Hodge (Nylon)