One Actor Plays Eight Roles In New Honda Ad From Leos Melbourne
Leo Burnett Melbourne has unveiled its latest work for Honda’s HR-V SUV.
The campaign sees one actor take on eight different roles based on eight different real-life stories. Each is brought to life by young female actor, Krew Boylan, in a tongue in cheek play on the ‘interchangeable 20-something’ women often depicted in the small SUV category. The actor and the HR-V may stay the same, but each spot is completely different, with Krew transforming into a new and interesting persona every time.
The move came after initial insights from customers showed a craving for something that reflected them more authentically and differed from the generic 20-somethings in the prime of their lives, driving through city streets listening to music or sipping lattes.
It is an evolution of the 2017 brand campaign and purpose ‘You are at the centre of everything we do’. Scott McGregor, general manager, customer & communications for Honda said, “We were determined to demonstrate the human, personal side of car ownership and set ourselves apart in the category. This launch showcases how the HR-V stands out as different, by fitting into your unique life.”
To create the campaign, hundreds of real stories were gathered from Honda drivers across Australia. Some funny, some downright weird (who knew so many people proof bread in their car?). Some of the best, including hoarders of hard rubbish, mid-afternoon snoozers and ingenious dog owners were among those chosen to be immortalised.
Jason Williams, CCO Leo Burnett, said, “We wanted to tap into real-life, relatable stories about how people use their cars. The sometimes unglamorous, insightful, funny moments. We knew that if we could bring them to life in an engaging way, we could make Honda feel more relatable and more human.”
‘As different as the people who drive it’ defined the entire strategic approach of the HR-V through to media, with the eight stories becoming the basis for a sophisticated content journey that matched individuals’ interests with relevant HR-V features.
Smart utilisation of a comprehensive campaign ecosystem including TV, social and digital drives 50+ permutations of the campaign. Through deep research and data collection, a potent and highly targeted media program was then formed with Honda’s media partner Zenith.
CREDITS
Client: Honda Australia
General Manager, Customer & Communications: Scott McGregor
Brand Communications Manager: Ben Familton
Brand Communications Specialist: Sarah Tolliday
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Creative Director: Blair Kimber
Creatives: Lucy Logan and Holly Burgess
Director of Integrated Strategy: Ilona Janashvili
Integrated Strategist: Tallon Mason-Kaine and Zac Martin
Broadcast Producers: Cinnamon Darvall, Bridget Materia and Sophie Simmons
Director, Client Services and Solutions: Tim den Braber
Group Account Director: Jaime Morgan
Account Director: Jacquelyn Whelan
Digital Creative Director: Chris Jovanov
Lead Digital Designer: Matthew Caminiti
Social Editors: John Angless and Matt Cahill
Producers: Nick Baum and John Trifonopoulos
Photographer: Alexander Stoeckel
Retoucher: Adrian Garofalo
Production: Rabbit Content
Director: Lachlan Dickie
Producer: Megan Ayers
Executive Producer: Alex Hay and Lucas Jenner
DOP: Shelley Farthing-Dawe
Post Production
Editor: Bernard Garry – The Editors
VFX & Supervisor: Vivienne Baker
Post Producer: Charlotte Griffiths
Sound Engineer: Ramsay De Marco – Nylon Studios
Soundtrack: Annie Lennox and David A. Stewart (Sweet Dreams)
Composer: Jesse Watt
Music Producer: Karla Henwood – Nylon
Music Supervision: Chelsea Ramsden – Nylon
Media: Zenith
Strategy Director: Simon Schoen
Group Business Director: Katrina Stratton
Account Director: Philippa Butler and Michael Smith
Optimisation Manager: Tristan Shearer
Latest News
Stop What You’re Doing! B&T’s 30 Under 30 Awards 2021 Are Now Open For Entries!
Of all of B&T's events, 30 Under 30 definitely attracts the coolest, hippest crowd but arguably has the crappest music.
Atomic 212° Wins BMW Group’s Media Planning & Buying
Following a competitive pitch process with representation from major agency groups, BMW Group Australia has appointed Atomic 212° as the lead agency to manage their media planning and buying. The appointment is effective from January 1st 2021 and is a testament to Atomic 212°’s data-led smarter, faster and accountable media model. The account will sit […]
Deliveroo Turns On Beach Delivery For This Summer
With temperatures up to 40 degrees across Australia last week, it’s safe to say it’s officially Summer weather. Enter beach delivery by Deliveroo to guarantee a sand-free sandwich or burger whilst you enjoy the rays and waves. From 2 December, Australians nationwide will be able to set many of the country’s 10,000 beaches as their […]
Digitas Australia Unveils Seven-Part Data Masterclass Series
Digitas unveils seven-part data masterclass series. Apparently you get a stubbie holder if you make it to the end.
Advertisers Vs Aussie TV Networks: Who Scores Best On Sustainability?
The great "advertiser-network sustainability" debate answered here. Yes, B&T added in the "great" to give it some pep.
Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram
John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]
Nike Ad On Bullying Sparks Racism Debate & Calls For Boycott
Nothing says "well, that ad certainly pinched a nerve" quite like global outrage and threats of a customer boycott.
Kmart Produces First-Ever TV Special, A Christmas Showcase On Nine, Via Mushroom Group
Pauline Hanson has called for a boycott of Chinese-made goods. You'd have to think that'd be the end of Kmart.
DDB Retains Iron Grip On Top Spot For New Business Wins
DDB's stellar 2020 continues apace. Well, apart from that family of possums in the attic & the septic playing up.
Spark Foundry Roars To Top Spot For New Media Wins For October
Spark crowned Australia's best performing media agency, as Beverly from accounts threatens to bake gluten-free brownies.
Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020
After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]
Carat: Google, Samsung & eBay Top List Of Australia’s “Most Emotionally Intelligent Brands”
Carat unveils list of top emotionally intelligent brands. B&T assumes they also workout & watch their alcohol intake.
South Australia Health, Wavemaker & News Corp Act Fast To Launch COVID-Safe Black Friday Mask Giveaway
B&T has been vigilant with our face masks. If you'd smelt our office toilets you'd understand why.
Taylor Swift, Ryan Reynolds And Satan Destroy 2020 In Comedy Gem For Dating Site
Here's a top piece of feel-good ad making. Although, be warned in case Taylor Swift's music makes you strangely violent.
triple j’s Hottest 100 Kicks Off With Lifeline Partnership
The countdown to triple j’s Hottest 100 has begun. And that means the Australia Day naysayers have also begun, too.
Jessica Thompson Joins Leadership Ranks Of Salesforce Partner 8squad
Australia Post's Jessica Thompson has joined 8squad. Apparently still has a roll of $1 stamps if anyone needs them.
Google Signs On To Pay Australian Publishers As Part Of Global Initiative
Google set to pay Australian publishers. Apparently in ground unicorn horn dust and plundered Inca treasures.
iStock Releases 2021 Visual Trends To Support SMBs And SMEs
Is losing weight and visual trends top of your 2021 "to do" list? This'll help with visual trends & is low in calories.
Air New Zealand Goes In Search Of 8th Wonder Of The World In Fun New Safety Video
When B&T has important business in Rotorua we fly Air New Zealand. Not that we've actually ever been to Rotorua.
What’s Next For Australia’s Privacy Laws?
Here's a top article on the state of Australia's privacy laws. Sadly, no, we didn't hack it off another industry site.
IBA Report Reveals PR & Marketing Agencies Are Falling Short Of Today’s Market Needs
B&T's stopped short of calling this report into PR & marketing agencies as scathing. Bitchy & catty, yes. Scathing, no.
DoubleVerify Launches Publisher Suite For Digital Publishers
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
Australian Open Start Date Confirmed For February The 8th
Aussie Open organisers confirm the date when every Australian suddenly has to become interested in tennis for two weeks.
Verizon Media Launches ConnectID As A Cookie-Less Solution
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
The End Of The IDFA Is Nigh: Preparing For Mobile Identity In 2021
If mobile marketing's your shtick then you need to plant the peepers on this explorative piece and pronto.
Val Morgan Outdoor Launches Next-Gen Screens At World Square
Val Morgan unveils its next-generation screens. So new in fact, they've still got the bubble wrap & price tag on them.
Yeesum Lo Joins 10 ViacomCBS As Head Of Development
In developing news, 10 ViacomCBS has appointed Yeesum Lo as its new head of development.
Bunnings Light Up The Warehouse In Christmas Activation Via Bastion EBA
When it comes to a bag of manure or some weed killer under the tree this Christmas, Bunnings is your one-stop shop.
The Top 100 TikTok Creators, Trends And Videos In 2020
Here are the top TikTok trends & videos for 2020 which, arguably, will be of no interest to anyone older than about 10.
Fleur Head Steps Into MD Role At VMLY&R New Zealand
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]
