March 2009
Honda has announced its latest advertising campaign, ‘Let It Shine,’ to debut in April in support of its new hybrid, ‘Insight,’ launch.
The integrated marketing campaign themed ‘Everyone Wants To Be Good,’ as part of the company’s aim of environmental leadership across Europe, the Middle East, Africa and Russia (EMEAR) by 2015, features this television commercial through 60-, 30-, 20- and 15-second TV spots
The commercial, opening on what appears to be the world’s largest LED screen displaying an animated sequence of simple dot matrix graphic stories that depict the notions of good such as hugs and kisses and frowns turned smiles, slowly reveals the hundreds of Honda Insights lined up to form the screen display.
The campaign extends Honda’s strategy of continuing to be at the forefront in environmental technologies and communications. This new approach underpins a communications plan which will run alongside the expansion of Honda’s hybrid range with a coupe based on the CR-Z concept and a Jazz hybrid set to join the new Insight and existing Civic Hybrid in the next two years.
Chris Brown, Head of Marketing for Honda Motor Europe said, “We would like to become the most admired company in the world, and to do this we need to have the most admired brand and communications across our region, EMEAR. This is a continuation of our journey.”
The commercial was done with the vision for reduced carbon footprint in mind. Shot on location in South Africa, Honda used Insight models already situated in the country as a way to cut out carbon emissions from unnecessary logistics. Honda also group-shipped as much of its equipment and personnel where possible. And for further good measure, the shoot’s carbon output was entirely offset through carbon credits purchased through the Carbon-Neutral Company’s Unity Portfolio.
With just a few Insight units for scale and several hundred Insight headlights wired up and aligned, the rest was left to digital animation and modelling on specially written software and post-production magic.
‘Let it Shine’ was directed by Erik van Wyk and creative directed by Jeff Kling, John Norman and Sue Anderson. It debuts across Europe in April and will be shown in 14 countries initially.
First air date was Belgium on March 28.
Not just the television commercial, this Honda campaign also draws on the channels of print, outdoor and digital, featuring the Honda Eco Flower icon as a visual cue to the ‘Eco Assist’ system within the Insight.
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