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.
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
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
Strategy Director: Simon Schoen
Group Business Director: Katrina Stratton
Account Director: Philippa Butler and Michael Smith
Optimisation Manager: Tristan Shearer