Honda - "Impossible Dream (120 sec)"

Wieden+Kennedy

Wieden+Kennedy London, Reino Unido

Premios

18106

Marca: Honda
País: Reino Unido

Anunciante: Honda Motor Co., Ltd.

Título	Impossible Dream (120 sec)
Agencia	Wieden+Kennedy
Campaña	Honda Power Of Dreams philosophy
Anunciante	Honda Motor Co., Ltd.
Marca	Honda
Posted	Marzo 2006
Sector Empresarial	Automóviles
Lema	The Power of Dreams
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	Stink Films
Realizador	Ivan Zacharias
Director creativo	Tony Davidson
Director artístico	Tony Davidson
Director creativo	Kim Papworth
Responsable de conceptos / redactor	Kim Papworth
Director artístico	Chris Groom
Responsable de conceptos / redactor	Sean Thompson
Responsable de cuentas de agencia	Francesca Sellers
Artista / Dibujante	Simon Day
Productor de la agencia	Julia Methold
Productor	Nick Landon
Montador	Filip Malasek
Cinematografia	Janice Velicky
D.O.P/Lighting Cameraman	Jan Velicky
Empresa de creación sonora	Johnnie Burn
Arrangement	Johnnie Burn
Empresa de creación sonora	Jack Sedgwick
Arrangement	Jack Sedgwick
Supervisor depublicidad	Matt Coombe