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文案cnen
Hate Something, Change Something
基本信息
行业: 汽车及相关服务
媒体:影视
时间:2003年4月14日
投放:英国
语言:英语
风格: Minimalism
说明cnen
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 people’s attention very quickly.




Our task was clear – get Honda onto people’s shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars.

Honda’s 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 Honda’s ‘Power Of Dreams’ philosophy

Results


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.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
客户经理:
制作公司:
制片:
导演:
剪辑:
音乐:
音效设计:
动画:
其他职位:Cinematography JaniAgency Producer Julia Methold ce Velicky
Artist Simon Day
Advertiser's Supervisor Matt Coombe
Editing Company Nexus Productions
D.O.P/Lighting Cameraman Jan Velicky
Arrangement Johnnie Burn
Arrangement Jack Sedgwick
Graphic Designer Reese Millidge, Ludovik Boden, Adam Pointer
Sound Designer Johnnie Burn
Sound Design Company John Waddell, Will Parnell, Wave, Johnny Burn, Amber Music
Music Composer Michael Russoff
Music Arranger Amber Music
Music Lyricist Sean Thompson, Michael Russoff, Richard Russell
Music Company / Composer Amber Music
Group Account Director Jonathan Campbell
3D Modelling / Texturing / Animation Darren Price
3D Modelling / Texturing / Animation Steve Brown
3D Modelling / Texturing / Animation Mark Davies
3D Modelling / Texturing / Animation Luis Juan Palares
3D Modelling / Texturing / Animation Michael Greenwood
3D Modelling / Texturing / Animation Mike Swindall
3D Modelling / Texturing / Animation Daniel Shutt
3D Modelling / Texturing / Animation Laura Russel
3D Modelling / Texturing / Animation Saul Freed
3D Modelling / Texturing / Animation Sandra Guarda
Compositor Reece Millidge
Compositor Eddy Herringson
Compositor Moshe Sayada
Music Producer Amber Music
Marketing Manager Matthew Combe
Agency Producer Rob Steiner, Charlie Tinson
Arranger: Amber Music
Composer: Michael Russoff
Composer: Sean Thompson
Other: Be Nice To The Pigeons / Hate Something
Other: Matt Coombe
Other: Stuart Smith
奖项
克里奥奖 2012
全场大奖 名人堂
Honda Diesel
戛纳国际创意节 2005
大奖
Cars
戛纳国际创意节 2005
钛狮
$1 million - $10 million U.S.
克里奥奖 2005
大奖
克里奥奖 2005
金奖
Automotive
D&AD 2005
金奖
TV & Cinema Advertising: TV Commercials/Individual over 60 sec.
D&AD 2005
金奖
TV & Cinema Advertising Crafts: Use of Music
D&AD 2005
银奖
TV & Cinema Advertising: Cinema Commercials/Individual
D&AD 2005
银奖
TV & Cinema Advertising Crafts: Art Direction
D&AD 2005
银奖
TV & Cinema Advertising Crafts: Animation
D&AD 2005
银奖
TV & Cinema Advertising Crafts: Direction
D&AD 2005
银奖
Integrated Communication: Integrated Advertising
Golden Award of Montreux 2005
金奖章
Automotive
International ANDY Awards 2005
银奖
Automotive
International Car Advertising Film Festival 2005
Marcus
Europe
伦敦国际广告节 2005
LIA大奖
Television/Cinema
伦敦国际广告节 2005
优胜奖
Television/Cinema : Automotive
The One Show 2005
全场大奖
The One Show 2005
金铅笔
Consumer TV: Over :30 - Single - max. :90
The Cresta Awards 2005
大奖
British Arrows 2005

Best Television Commercial
British Arrows 2005
金奖
Vehicles
British Arrows 2005
金奖
Best less than 90 sec TV commercial
British Arrows 2005
金奖
Cinema commercials
British Television Advertising Craft Awards 2005
优胜奖
Animation
British Television Advertising Craft Awards 2005
优胜奖
Best Original Music
British Television Advertising Craft Awards 2005
入围
Computer Animation
British Television Advertising Craft Awards 2005
入围
Direction
The Creative Circle Awards 2005
白金奖
The Creative Circle Awards 2005
金奖
Best TV Commercial
The Creative Circle Awards 2005
金奖
Best Cinema Commercial
The Creative Circle Awards 2005
金奖
Best Idea in 60 Seconds or Over
The Creative Circle Awards 2005
金奖
Best Use of Music
The Creative Circle Awards 2005
金奖
Best Use of Animation
EPICA (Europe's Premier Creative Awards) 2004
Epica金奖
Automobiles Epica, 2004 (Epica d'Or) for Film
Meribel Ad Festival - Central Europe Cristal Awards 2004
原声Cristal
The Kinsale Shark Awards

International Grand Prix - TV/Cinema/World Winner
The Kinsale Shark Awards
金奖
Automotive
The Kinsale Shark Awards
金奖
Cinema
The Kinsale Shark Awards
金奖
Best Use of Music
The Kinsale Shark Awards
金奖
Animation
The Loerie Awards
金奖
Television & Cinema Commercials - Single
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