Honda - "Grrr"

Wieden+Kennedy

Wieden+Kennedy London, United Kingdom

Awards

33761

This ad is part of the ACT Responsible Collection

Brand: Honda
Country: United Kingdom

Advertiser: Honda Motor Co., Ltd.

Title	Grrr
Agency	Wieden+Kennedy
Campaign	Honda Power Of Dreams philosophy
Advertiser	Honda Motor Co., Ltd.
Brand	Honda
Posted	October 2004
Business Sector	Cars
Tagline	Hate Something, Change Something
Philosophy	Our task was clear get Honda onto peoples shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars. Hondas corporate culture and history are uniquely compelling. Mr. Honda himself was a fascinating, unexpected character. Not to tell these stories would have been a communications crime. So we told them in a series of brand and product ads that explain Hondas Power Of Dreams philosophy
Problem	When Honda came to us, they were underperforming in the UK car market. One of the most striking reasons for this under-performance was their recessive image. They were seen as dull but reliable. Good engineers, but uninspiring car makers. The car market is too cluttered and too complicated for people to consider many car brands. The more recessive ones fade from peoples attention very quickly.
Result	Since we started working with Honda in 2002, their sales are up 55%. Consideration of Honda for next car is up from 12% in 2002 to 26% in 2006. Ad awareness is ahead of rivals VW and Toyota on a fraction of their spend. The campaign has delivered over £400m in incremental sales revenue and has helped Honda's website become most visited of any car manufacturer.
Media Type	Television
Length	90 seconds
Market	United Kingdom
Sound Design Company	Wave Studios
Creative Director	Kim Papworth
Creative Director	Tony Davidson
Art Director	Sean Thompson
Copywriter	Sean Thompson
Art Director	Richard Russell
Copywriter	Richard Russell
Art Director	Michael Russoff
Copywriter	Michael Russoff
Agency Producer	Charlie Tinson
Director	Adam Foulkes
Director	Alan Smith
Production Company	Nexus Studios
Sound Design Company	Amber Music
Group Account Director	Jonathan Campbell
Account Manager	Matt Berry
Agency Producer	Rob Steiner
Sound Design Company	John Waddell
Sound Design Company	Will Parnell
Sound Design Company	Johnny Burn
Account Manager	Francesca Sellers
Editor	Nexus Studios
Animation	Nexus Studios
Producer	Chris O'Reilly
Producer	Charlotte Bavasso
Producer	Julie Parfitt
Graphic Designer	Reese Millidge
Graphic Designer	Ludovik Boden
Graphic Designer	Adam P
3D Modelling / Texturing / Animation	Darren Price
3D Modelling / Texturing / Animation	Steve Brown
3D Modelling / Texturing / Animation	Mark Davies
3D Modelling / Texturing / Animation	Luis Juan Palares
3D Modelling / Texturing / Animation	Michael Greenwood
3D Modelling / Texturing / Animation	Mike Swindall
3D Modelling / Texturing / Animation	Daniel Shutt
3D Modelling / Texturing / Animation	Laura Russel
3D Modelling / Texturing / Animation	Saul Freed
3D Modelling / Texturing / Animation	Sandra Guarda
Compositor	Reece Millidge
Compositor	Eddy Herringson
Compositor	Moshe Sayada
Editor	Alan Smith
Editor	Adam Foulkes
Music Composer	Michael Russoff
Music Producer	Amber Music
Music Lyricist	Sean Thompson
Music Lyricist	Michael Russoff
Music Lyricist	Richard Russell
Sound Design Company	Johnnie Burn
Marketing Manager	Matthew Combe
Music Company / Composer	Amber Music
Animation	Alan Smith
Animation	Adam Foulkes
Editing Company	Nexus Studios
Music Arranger	Amber Music