Honda - "Choir"

Wieden+Kennedy

Wieden+Kennedy London, Reino Unido

Premios

15039

Marca: Honda
País: Reino Unido

Anunciante: Honda Motor Co., Ltd.

Título	Choir
Agencia	Wieden+Kennedy
Campaña	Honda Power Of Dreams philosophy
Anunciante	Honda Motor Co., Ltd.
Marca	Honda
Posted	May 2006
Sector Empresarial	Automóviles
Filosofía	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
Problema	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.
Resultado	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.
Medio	Televisión y Cine
Duración	120 seconds
Mercado	Reino Unido
Productora	Partizan Los Angeles
Director creativo	Kim Papworth
Realizador	Antoine Bardou-Jacquet
Director creativo	Tony Davidson
Responsable de conceptos / redactor	Ben Walker
Responsable de conceptos / redactor	Michael Russoff
Responsable de conceptos / redactor	Matt Gooden
Director artístico	Matt Gooden
Director artístico	Ben Walker
Director artístico	Michael Russoff
Productor de la agencia	Helen Whiteley
Productor	David Stewart
Responsable de cuentas de agencia	Francesca Sellers
Responsable de cuentas de agencia	Jonathan Tapper
Montador	Bill Smedley
Lighting Camera-Person	David Ungarro
Compositor de música	Steve Sidwell
Empresa de creación sonora	Owen Griffiths
Sound Engineer	Niall Acott
Account Handler	Jonathan Tapper