The Bold New Honda Civic is a pretty big deal in terms of new model developments for Honda Australia, and to bring Honda’s ‘Power of Dream’s to life, Leo Burnett Melbourne has created a campaign that shows anything is possible when you’re bold enough to chase your dreams.
Honda Australia GM of customer and communications, Scott McGregor said, “The Bold New Honda Civic is ready to shake up the small car segment.
“‘Chase It’ is the third execution in Honda’s strategy to engage and entertain our customers, and follows on from highly successful campaigns for HR-V and CR-V. The Honda R&D team chased their dream to create the boldest Honda Civic ever, and we think there’s a strong parallel between this and the dreams that our customers chase every day.”
The campaign features a launch film directed by Goodoil’s Nathan Price. It tells the story of a determined reporter who has ambitions beyond the small-time dog show story she is covering. When opportunity strikes in the form of a meteor hurtling towards the earth, she chases after it in the Bold New Honda Civic to realise her dream.
Backed by the iconic song ‘Dreamer’, the action-packed spot features everything from a bumbling news crew, to a fallen forest and an unexpected crater. All visual effects were completed by Alt.vfx.
Airing from Sunday July 3, the launch film is part of an integrated campaign that includes cinema, outdoor, online, radio, social and dealer communications.
Leo Burnett Melbourne chief creative officer, Jason Williams added, “The ‘Power of Dreams’ is behind everything at Honda. This campaign aims to inspire current Honda drivers, and Honda drivers of the future.”
Client: Honda Australia
General Manager, Customer & Communications: Scott McGregor
Brand Communications Manager: Ben Familton
Brand Communications Specialist: Melissa Altarelli
Brand Communications Specialist: Sarah Tolliday
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Senior Creatives: Alex Metson / Blair Kimber / Joe Hill / Garret Fitzgerald
Senior Agency Broadcast Producer: Cinnamon Darvall
Group Account Director: Chris Ivanov
Senior Account Director: Jaime Morgan
Integrated Account Director: Nick Bennett
Account Executive: Alex Cusworth
Director of Integrated Strategy: Ilona Janashvili
Strategy Planner: Emily Gould
Senior Digital Strategist: James Duthie
Senior Digital Producer: Charles Crang
Associate Digital Creative Director: Tim Shelley
Digital Designer: Matthew Caminiti
Technical Director: Luke Torney
Senior Back-end Developer: Ken Chen
Front-end Developer: Rami Yahya
Print Producer: John Trifonopoulos
Social Media Team: Chris Steele and Josh Popow
Production: Goodoil Films
Director: Nathan Price
Producer: Andrew McLean
Executive Producer: Juliet Bishop
DOP: Ginny Loane
Production Designer: Guy Treadgold
Editor: Jack Hutchings – The Butchery
VFX & Supervisor: Colin Renshaw – ALT VFX
Sound Engineer: Sam Hopgood – SoundLounge
Soundtrack: Roger Hodgson (Dreamer)
Media: Zenith Optimedia
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