| Заголовок | Woodsman (Print) |
| Агентство | RPA |
| Кампания | 2012 Honda Civic |
| Рекламодатель | Honda Motor Co., Ltd. |
| Бренд | Honda |
| Posted | Апрель 2011 |
| Продукт | Civic |
| Бизнес сектор | Легковые автомобили |
| Слоган | To Each Their Own |
| История | To bring attention to the variety of different Civic models and the idea of "To Each Their Own," the campaign features five distinct characters. Each represents a different model and shows that there's a Civic right for each person, no matter who-or what-you are. The Urban Woodsman, Jack, lives in the city but is at home in the woods. He likes his Hybrid for its great fuel efficiency, which comes in handy on his many trips to the great outdoors. |
| Проблема | Featuring the widest array of choices (Coupe, Sedan, Hybrid, performance Si, fuel-efficient HF or Natural Gas) available in its class, the 2012 Civic is the most personalizable compact on the market. The intelligent Multi-Information Display (i-MID) lets each Civic driver control what's important to them like their audio preferences (including iPod library), available navigation-system turn-by-turn direction system, fuel-economy readings. Drivers can also manage vehicle functions that can be personalized (e.g., door locks, headlights) and displays such as personalized wallpaper. "The Civic gets credit for being established, trusted, well-known and reliable. The challenge with this campaign is to get Gen Y to give Civic credit for being inventive and cool. To turn some of these perceptions into thinking of Civic as well-designed, trendy and technologically advanced," said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc. |
| Тип медиа | Печать |
| Исполнительный креативный директор | Joe Baratelli |
| Креативный директор группы | Jason Sperling |
| Креативный директор | Nathan Crow |
| Креативный директор | Adam Lowrey |
| Ассоциированный креативный директор | Jamin Duncan |
| Арт-директор | Jamin Duncan |
| Копирайтер | Sarah May Bates |
| Управляющий производством | Susan Cockrell |
| Закупщик художественного оформления | Ginnie Assenza |
| Фотограф | Tony D'Orio |
| Фотограф | Tim Kent |