| Title | Monster |
| Agency | RPA |
| Campaign | 2012 Honda Civic |
| Advertiser | Honda Motor Co., Ltd. |
| Brand | Honda |
| Posted | April 2011 |
| Product | Civic |
| Business Sector | Cars |
| Tagline | To Each Their Own |
| 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. The Monster, Teeny, is a bubbly and studious college coed. Her practical nature and frugal budget align with the fuel-efficient HF model. |
| 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 | |
| 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 May Bates |
| Production Manager | Susan Cockrell |
| Art Buyer | Ginnie Assenza |
| Photographer | Tony D'Orio |
| Photographer | Tim Kent |