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headlinecnen
The power of dreams
basics
Industry: Automotive & Services
Media:TV & Cinema
Published:Jun. 20, 2003
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
This commercial shows everyday situations where power sources ‘sense’ when they need to turn on or shut down. It promote Honda’s IMA(Integrated Motor Assist) engine, which uses a combined electric motor and a petrol engine to save energy, maximise efficiency and benefit the environment . ‘Sympathetic power’ sums it up.

Context


‘Less is more’. Is that always true? Rather than simplifying their brand, Honda wondered what would happen if they embraced its diversity.

Philosophy/Solution


They did, by crafting a consistent voice to communicate the brand’s many flavours and shades. What about ‘more for less’? Less spend, more effective communications, more measurements, more motivated stakeholders, more brand preference, more profit and more sales.

Results


Twenty-eight% more sales, in fact, and £388m more revenue. Not everybody believes that OK is OK. Honda certainly don’t.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Advertiser's Supervisor:
Account Manager:
Production Company:
Producer:
Director:
Editing:
Music:
Other credit:Advertising Manager Matthew Coomb
Senior Planner Stuart Smith
Brand Manager Matt Coombe
Recording Studio 750 mph
awards
Cannes Lions International Festival of Creativity 2004
Bronze
Cars
D&AD 2004
Silver
TV & Cinema Advertising: TV Commercials - TV Campaigns
D&AD 2004
Silver
TV & Cinema Advertising Crafts: Cinematography
The One Show 2004
Gold Pencil
Consumer TV: Campaign (Commercials of Varying Lengths)
British Arrows 2004
Gold
Series
British Arrows 2004
Bronze
Cars
The Creative Circle Awards 2004
Gold
Best Campaign or Series
The Creative Circle Awards 2004
Silver
Best Idea in 60 Seconds or Over
The Creative Circle Awards 2004
Silver
Best Direction
The Creative Circle Awards 2004
Silver
Best Cinematography
The International Automotive Advertising Awards (IAAA) 2003
Silver
Brand/Full Line Television
Eurobest - The European Advertising Festival 2003
Bronze
Cars
The Kinsale Shark Awards
Silver
Automotive
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