Leo Burnett Melbourne has created an outdoor movie event that could pop up anywhere, courtesy of the Honda Jazz.
The screen, projector, generator, lights, even the beanbags and the candy bar will emerge from a team of Honda Jazz vehicles, in front of the captive audience. Unlike an average drive-in, the Magic Mobile Drive-In could pop up anywhere.
Andrew Woodhead, creative director of Leo Burnett Melbourne said: “The Mobile Drive-In is an experiential event and a product demonstration in one.”
General manager of communications & customer for Honda Australia, Jason Miller said: “This Honda Jazz activation sits perfectly within our brand platform of clever thinking. The Magic Mobile Drive-In is as much about engaging and entertaining our audience as it is about selling cars persé. It’s important we connect with the next generation of buyers to ensure we shift current perceptions.”
The Honda Jazz Magic Mobile Drive-In activation will begin in November and runs off the back of the national launch of the Jazz. It will be supported by television, direct, online, mobile and social.
General Manager Communications & Customer: Jason Miller
Brand Communications Manager: Melissa Altarelli
Brand Communications Specialist: Sarah Tolliday
Brand Communications Specialist: Megan McDermott
Agency: Leo Burnett Melbourne
ECD: Jason Williams
CD: Andrew Woodhead
Head of Copy: Sarah McGregor
Senior Art Directors: Rob McDowell & Justin Nagorcka
Digital Art Director: Tim Shelley
Senior Digital Designer: Christine Calo
Senior Agency Producer: Cinnamon Darvall
Freelance Producer: Anne Combe
Group Account Director: Chris Ivanov
Senior Account Director: Jaime Morgan
Account Manager: Jacquelyn Whelan
Production Company: Exit Films
Director: Stephen Caroll
Producer: Tobias Webster