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Impossible Dream

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
Context


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.

Philosophy/Solution


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
戛纳国际创意节 2006
金奖
Cars
克里奥奖 2006
大奖
Product/Service - Campaign
克里奥奖 2006
银奖
Product/Service
International ANDY Awards 2006
银奖
Automotive
The One Show 2006
金铅笔
Consumer Television / Commercials of var. length - Campaign
EPICA (Europe's Premier Creative Awards) 2006
优胜金奖
Automotive & Accessories
Meribel Ad Festival - Central Europe Cristal Awards 2006
Grand Cristal
Europe: commercial
Meribel Ad Festival - Central Europe Cristal Awards 2006
Grand Cristal
Commercial
Meribel Ad Festival - Central Europe Cristal Awards 2006
Grand Cristal
Festival
Meribel Ad Festival - Central Europe Cristal Awards 2006
Cristal
Europe: commercial / Automotive, automotive products, cycle
Meribel Ad Festival - Central Europe Cristal Awards 2006
Cristal
Europe: commercial
Meribel Ad Festival - Central Europe Cristal Awards 2006
原声Cristal
Europe: commercial
AICP Show 2006

Advertising Excellence / International British Television Advertising Awards (BTAA), 2006 (Gold) for Best Production Company
British Arrows 2006
年度最佳电视广告
British Arrows 2006
金奖
Cars
British Arrows 2006
金奖
Corporate
British Arrows 2006
金奖
Best over 60 seconds
British Television Advertising Craft Awards 2006
入围
Best Direction
The Creative Circle Awards 2006
金奖
Best Idea in 60 Seconds or Over
The Creative Circle Awards 2006
铜奖
Best Direction
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