Known for unmatched engineering excellence, Honda’s Lawn & Garden range is built to last and last and last.
This new campaign shows the near-absurd lengths you must go to, to actually break a Honda. From high-altitude drops, being pulled from 4 opposite winches or drowning in concrete, the creative highlights that under any normal conditions, these machines simply refuse to quit.
“We wanted to have some fun with a very serious product truth,” says Eva Barrett, Honda’s General Manager of Brand, Marketing, and Customer Experience. “Our customers know Honda products go the distance, so we’re taking that reliability and turning it into something distinctively memorable.”
The campaign is designed specifically for the high-speed nature of digital consumption, using “destruction-testing” visuals to stop the scroll.
Richard Shaw, Deputy Chief Creative Officer at Howatson+Company added “Your garden won’t break a Honda. Which is great. Unless you want an excuse to buy a new one. In social where people are bragging about their 1987 mower still going, we gave them an idea on how their mower could finally take its last trim… and then go buy a brand spanking new. Bad for old Hondas. Great for new sales.”
CREDITS
Honda
General Manager Brand, Marketing, CX: Eva Barrett
Creative Manager: Glenn Gibbins
Marketing Manager: Ben Familton
Digital Marketing Lead: Ruby Murphy
Marketing Campaign Specialist: Deana Bazzanella
Howatson+Company
Deputy Chief Creative Officer: Richard Shaw
Senior Art Director: Dan Smith
Senior Copywriter: Ernie Ciaschetti
Senior Designer: Gabriella Dudman
Studio Lead: Simon Merrifield
Chief Executive Officer: Chris Howatson
Client Partner: Ben Peachell
Senior Account Director: Ella Hine
Strategy Director: Joe Ronan
Production Company: Revolver
Director Collective – Glue Society
Director – Luke Nuto
Managing Director – Michael Ritchie
Executive Producer – Pip Smart
Executive Producer – Jasmin Helliar
Producer – Lily Warland
DOP – Will Robertson
Editorial: Glue Society Studios
Editor – Luke Crethar
