NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Grrr

headlinecnen
Hate Something, Change Something
basics
Industry: Automotive & Services
Media:TV & Cinema
Published:Apr. 14, 2003
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
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.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Manager:
Production Company:
Producer:
Director:
Editing:
Music:
Sound Design:
Animation:
Other credit: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
awards
Clio Awards 2012
Hall of Fame Hall Of Fame
Honda Diesel
Cannes Lions International Festival of Creativity 2005
Grand Prix
Cars
Cannes Lions International Festival of Creativity 2005
Titanium
$1 million - $10 million U.S.
Clio Awards 2005
Grand
Clio Awards 2005
Gold
Automotive
D&AD 2005
Gold
TV & Cinema Advertising: TV Commercials/Individual over 60 sec.
D&AD 2005
Gold
TV & Cinema Advertising Crafts: Use of Music
D&AD 2005
Silver
TV & Cinema Advertising: Cinema Commercials/Individual
D&AD 2005
Silver
TV & Cinema Advertising Crafts: Art Direction
D&AD 2005
Silver
TV & Cinema Advertising Crafts: Animation
D&AD 2005
Silver
TV & Cinema Advertising Crafts: Direction
D&AD 2005
Silver
Integrated Communication: Integrated Advertising
Golden Award of Montreux 2005
Gold Medal
Automotive
International ANDY Awards 2005
Silver
Automotive
International Car Advertising Film Festival 2005
Marcus
Europe
London International Advertising Awards 2005
Grand LIA
Television/Cinema
London International Advertising Awards 2005
Winner
Television/Cinema : Automotive
The One Show 2005
Best of Show
The One Show 2005
Gold Pencil
Consumer TV: Over :30 - Single - max. :90
The Cresta Awards 2005
Grand Prix
British Arrows 2005

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

International Grand Prix - TV/Cinema/World Winner
The Kinsale Shark Awards
Gold
Automotive
The Kinsale Shark Awards
Gold
Cinema
The Kinsale Shark Awards
Gold
Best Use of Music
The Kinsale Shark Awards
Gold
Animation
The Loerie Awards
Gold
Television & Cinema Commercials - Single
Latest Updated
Loading...
Sponsor