| Title | Apartment |
| Agency | RPA |
| Campaign | 2012 Honda Civic |
| Advertiser | Honda Motor Co., Ltd. |
| Brand | Honda |
| Date of First Broadcast/Publication | 2011 / 4 |
| Product | Civic |
| Business Sector | Cars |
| Story | To bring attention to the variety of different Civic models and the idea of "To Each Their Own," the campaign features five distinct characters. Each represents a different model and shows that there's a Civic right for each person, no matter who-or what-you are. |
| Problem | Featuring the widest array of choices (Coupe, Sedan, Hybrid, performance Si, fuel-efficient HF or Natural Gas) available in its class, the 2012 Civic is the most personalizable compact on the market. The intelligent Multi-Information Display (i-MID) lets each Civic driver control what's important to them like their audio preferences (including iPod library), available navigation-system turn-by-turn direction system, fuel-economy readings. Drivers can also manage vehicle functions that can be personalized (e.g., door locks, headlights) and displays such as personalized wallpaper. "The Civic gets credit for being established, trusted, well-known and reliable. The challenge with this campaign is to get Gen Y to give Civic credit for being inventive and cool. To turn some of these perceptions into thinking of Civic as well-designed, trendy and technologically advanced," said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc. |
| Media Type | Television & Cinema |
| Editing Company | Final Cut |
| Executive Creative Director | Joe Baratelli |
| Group Creative Director | Jason Sperling |
| Creative Director | Nathan Crow |
| Creative Director | Adam Lowrey |
| Associate Creative Director | Jamin Duncan |
| Art Director | Jamin Duncan |
| Copywriter | Sarah Bates |
| Executive Producer | Gary Paticoff |
| Producer | Brian Donnelly |
| Assistant producer | Faye Armstrong |
| Production Company | Smuggler |
| Director | Guy Shelmerdine |
| Executive Producer | Brian Carmody |
| Executive Producer | Patrick Milling-Smith |
| Executive Producer | Lisa Rich |
| Executive Producer | Laura Thoel |
| Line Producer | Jay Shapiro |
| Director of Photography (DOP) | Paul Cameron |
| Director of Photography (DOP) | Kris Kachikis |
| Production Designer | Brock Houghton |
| Costume Designer | Casey Storm |
| Monster Costume | Legacy FX |
| Editor | Rick Russell |
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