|Campaign||Honda Power Of Dreams philosophy|
|Advertiser||Honda Motor Co., Ltd.|
|Tagline||Honda. The power of dreams.|
|Story||The 2 minute commercial, entitled cog, uses over 85 individual parts of the new Accord which precisely and intricately knock on to and interact with one another to form a complex chain reaction which lasts until the new Accord is finally revealed.|
|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.|
|Market||Europe, United Kingdom|
|Editing Company||The Quarry|
|Production Company||Partizan London|
|Sound Design Company||Wave Studios|
|Recording Studio||Wave Studios|
|Production Company||Partizan Paris|
|Sound Design Company||Warren Wave|
|Sound Design Company||Jonny Wave|
|Special Effects / VFX||The Mill London|
|Music Company / Composer||Sanctuary Records|
|Lighting Director / Lighting||David Ungarro|
|Sound Design Company||Warren Hamilton|
|Account Director||Francesca Birch|
|Editing Company||The Mill London|
|First Assistant Director||Olivier Colhoun|
|Sound Design Company||Jonnie Burn|
|Account Executive||Jonathan Campbell|
|Special Effects / VFX||Barnsley|
|Director of Photography (DOP)||David Ungarro|
|Executive Creative Director||Kim Papworth|
|Executive Creative Director||Tony Davidson|
|Music||Sugar Hill Gang|
|Art Director||Matt Gooden|
|Agency Producer||Rob Steiner|
|Marketing Manager||Matt Coombe|
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