Honda's 'Decisions, Decisions' from W+K

Wieden & Kennedy London's latest campaign for Honda Motor Europe is suitably titled 'Decisions, Decisions' and consist of TV and print ads.

 

The challenge for the agency was to create one campaign to solve two tasks: on one side, markets needed to launch the new diesel engine and highlight its qualities in efficiency, whilst other markets looked to simply promote the Civic car range by highlighting the car's performance & speed.

Martin Moll, Head of Marketing for Honda Motor Europe says, “On one hand we needed to launch the new 1.6 Diesel Engine, whilst on the other support the whole Civic range. The creative challenge for W+K was therefore to find a smart idea that allowed us to talk about both aspects of the car in one campaign.”

 

We all know that there are both rational and emotional reasons for any car purchase: you want a car that’s efficient, yet you want something that has torque when you put your foot down. You need space for bikes and the kids, but want to be able to nip in and out of traffic in town. The creative answer to the challenge was to create a TV spot that plays out this dilemma in the form of an internal dialogue, positioning the Civic as a car that meets both the rational and emotional needs of the driver. Simon Ratigan, the film's director, brought a simple yet unique rotating technique to the TV spot, allowing us to transition seamlessly between these two worlds. Wieden + Kennedy also worked with photographer Tobias Hutzler to produce a series of graphic and visually impactful print ads that capture this balance of two contrasting worlds.

 

Wieden + Kennedy Creatives Al Merry and Ben Everitt say “normally buying a car ends up as a bit of a compromise - a mix of what you want, what the other half wants and what the dealer thinks you want. With the Civic everyone's happy.'' 

 

Throughout the campaign is the palindromic ‘CIVIC’ graphic, helping to symbolise the perfect balance of these two worlds in the campaign. The TV first airs in the UK on the 18th January, with the print starting w/c 7th January across Europe. Honda are previewing the ad to their UK Facebook fans on Thursday 17th January 2013. 

 

 

 

Credits:

 

W+K LONDON

Creative Directors Kim Papworth / Tony Davidson

Creative Team Al Merry / Ben Everitt 

Producer Anna Smith 

Account Team Joe Thomson, Paulo Salomao 

Executive Creative Directors

Tony Davidson / Kim Papworth

Agency Executive Producer Danielle Stewart

 

PRODUCTION

Production Company HLA

Director Simon Ratigan

Executive Producer Mike Wells

Line Producer Daniel Carter

Director of Photography Bob Pender-Hughes

 

EDITORIAL 

Editorial Company The Quarry

Editor Bruce Townend

Post Producer The Mill

Post Executive Producer Gemma Humphries

 

VFX

VFX Company The Mill

Flame Operator Neil Davies

VFX Producer Gemma Humphries

Titles/Graphics Wieden + Kennedy Studio

 

MUSIC + SOUND DESIGN

Music+Sound Company Factory 

Composer Christopher Read

Sound Designer Anthony Moore

Song (if applicable)

 

Music Company

Music Company Siren @ Factory Ltd

Mixer Anthony Moore

Producer Sean Atherton