Honda Australia has released the first creative work developed from its recently formed agency village, promoting the driving experience drivers can enjoy from Honda’s CR-V hybrid.
Working as one integrated team, Honda’s agency village roster brings together a curated mix of specialist agencies tasked with raising brand awareness with Zenith leading media and Special Australia taking on a lead creative role, supported by Burson (PR) and WiredCo (social media).
The work leans into a product and brand truth regarding Honda’s engineering, to tell the story of the “smooth” CR-V hybrid drive that simply does not skip a beat.
To capture the ultimate proof of the CR-V’s handling, they executed a single-shot engineering test that saw the only record player exhibited in the New York Museum of Modern Art, strapped to the vehicle’s roof.
As the CR-V coasted through regional New South Wales with The Isley Brothers’ Smooth Sailin’ spinning on the temperamental turntable, the record played with flawless precision, captured live and skip-free through the car’s internal Bose sound system.
This feat was the result of weeks of development, ensuring that every note frame of the accelerating car was recorded entirely for real, without need for digital intervention.
Eva Barrett general manager brand, marketing and digital at Honda said the new campaign artfully combined an important product truth with distinctive storytelling that was new for Honda in Australia.
“The idea and execution is a truly integrated experience that will see the creative idea flow naturally from TV spots into digital, and down into our Honda Centres nationwide. You’ll also see it across our newly refreshed website, complete with industry-leading user experience.”
Lea Egan group creative director at Special said: “The chance to work on a brand as iconic as Honda, and to be given license to push the boundaries of car advertising as they so famously did before, was an absolute gift. This is the first of three campaigns that we hope will make Honda famous for its unexpected and brave creativity again.”
CREDITS:
Client: HONDA
General Manager Brand, Marketing & Digital: Eva Barrett
Head of Marketing: Terri Golder
Marketing Comms Manager: Sylvia Chew
Marketing Campaign Specialist: Bronte Sassella
Marketing Coordinator: Hayley Pepper
Creative Manager: Glenn Gibbons
Creative Agency: SPECIAL
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Rebecca Stambanis
National Managing Director: Sasha Firth
National Head of Production: Tash Johnson
Strategy Director: Sam Butcher
GCD: Sian Binder & Lea Egan
Creative: Harry Roth
Executive Producer: Tania Jeram, Wendy Gillies
Senior Producer: Di Williams
Head of Design: Adam Shear
Finished Art: John Rivera
Team Lead: Kelly Larken
Senior Business Director: Marnie Dunn
Business Manager: Madeleine Williams
Film Prod Co: Rabbit
Director: Kiku Ohe
Partner / Executive Producer: Lucas Jenner
Partner / Managing Director / Executive Producer: Alex Hay
Producer: Katrina Maw
D.O.P: Jeremy Rouse
Editor: Ryan Boucher, The Editors
Grade: Yoomin Lee, Company 3
Online / VFX: Fin Design & Effects
Sound Design: IXYXI (@ixyxi.ixyxi)
Mix: Sonar Music
Music licensing: Level Two Music
Song: ‘Smooth Sailin’ Tonight’ by The Isley Brothers
Media: ZENITH
PR: BURSON GLOBAL
Social: WiredCo
