January 2009
Honda has launched its “Power of Dreams” campaign across America.
This strategy developed by Honda’s long-standing advertising agency of record, RPA, is designed to speak to the hearts and minds of consumers by intimately revealing the essence of Honda's corporate philosophy via a multimedia, interactive campaign centered on a highly immersive Web site.
"The new ‘Power of Dreams’ campaign features documentary footage of real people sharing real stories about Honda's approach to developing solutions to everyday business challenges. These unscripted, emotionally driven films highlight Honda's associates' personal episodes of pursuing 'impossible dreams,' which, in reality, are life lessons for all of us," said Barbara Ponce, Manager of Corporate Advertising, American Honda Motor Co., Inc.
The completely redesigned Web site showcases Honda's ‘Dream The Impossible Documentary Series’ by acclaimed director Derek Cianfrance and award-winning producers @radical.media.
Three short documentary films: ‘Kick Out The Ladder,’ ‘Failure’ and ‘Mobility 2088’ (each about 6- 8 minutes long) debuted at the campaign launch; additional films will be added subsequently every few months. The first two films discuss core values that have inspired generations of Honda associates by telling the stories of impossible engineering challenges and exploring where failure brought Honda and what success came of it. The third film explores the future of mobility.
’Kick Out the Ladder’ explores the Honda idea of being led up to the roof and kicking out the ladder as a metaphor for being challenged to achieve seemingly impossible goals with stories and anecdotes from Honda associates. The philosophy is used as an ‘impossible engineering’ platform focusing on the story of the new Insight, safety, innovation and U.S. manufacturing with footage of Honda's newest auto manufacturing plant in Greensburg, Ind.
’Failure: The Secret to Success’ depicts Honda's belief in the importance of never being afraid to try something new. Through personal experiences of Honda associates and those affiliated with Honda, such as IndyCar driver Danica Patrick, the film explores failures and risks taken that helped lead to new innovations.
’Mobility 2088’ centers on the future of mobility as told by a collection of academics, scientists, sci-fi writers and artists, including film director Christopher Guest. The film asks, "How will people get from point A to point B in 80 years?"
"Ultimately, we hope these films will intrigue and inspire people by giving them a look into Honda's unique philosophy- that impossible dreams can be realized through determination, creativity and hard work," said Todd Carey, Associate Creative Director at RPA.
The collection of films features dozens of interviews including Takeo Fukui, President and CEO of Honda Motor Co., Ltd., and other Honda executives, engineers, and associates.
This campaign targets 25-to-49-year-old adults who have a youthful spirit, are comfortable with technology, value authenticity and are drawn to brands they can relate to or admire.
To further connect with independent, entrepreneurial consumers, ‘Mobility 2088’ will air at an exclusive screening before the highly anticipated ‘Mary and Max’ at the Sundance Film Festival.
Honda is the exclusive automotive sponsor of the Festival. In addition, ad units will run in-theater at independent theaters nationwide during February and March.
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