| Заголовок | Impossible Dream (120 sec) |
| Агентство | Wieden+Kennedy |
| Кампания | Honda Power Of Dreams philosophy |
| Рекламодатель | Honda Motor Co., Ltd. |
| Бренд | Honda |
| Posted | Март 2006 |
| Бизнес сектор | Легковые автомобили |
| Слоган | The Power of Dreams |
| философия | Our task was clear get Honda onto peoples shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars. Hondas 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 Hondas Power Of Dreams philosophy |
| Проблема | 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 peoples attention very quickly. |
| Результат | 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. |
| Тип медиа | Телевидение и кино |
| Длина | |
| Рынок | United Kingdom |
| Продакшн Студия | Stink Films |
| Директор | Ivan Zacharias |
| Креативный директор | Tony Davidson |
| Арт-директор | Tony Davidson |
| Креативный директор | Kim Papworth |
| Копирайтер | Kim Papworth |
| Арт-директор | Chris Groom |
| Копирайтер | Sean Thompson |
| Специалист по работе с заказчиками | Francesca Sellers |
| Художник | Simon Day |
| Продюсер агентства | Julia Methold |
| Продюсер | Nick Landon |
| Редактор | Filip Malasek |
| Кинематография | Janice Velicky |
| D.O.P/Lighting Cameraman | Jan Velicky |
| Звуковой дизайн компании | Johnnie Burn |
| Arrangement | Johnnie Burn |
| Звуковой дизайн компании | Jack Sedgwick |
| Arrangement | Jack Sedgwick |
| Руководитель рекламодателя | Matt Coombe |
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