American Honda · 2014
Honda Civic: One More Thing to Love About Today
Art Director · US
An optimism platform that put the Civic inside culture: inventors, creators, and #HondaInnovator conversations: instead of talking over it.
Problem
Younger buyers were tuning out auto advertising entirely. The updated Civic had to enter culture, not talk over it.
Solution
'One More Thing to Love About Today': an optimism platform highlighting inventors, creators, and pop-culture moments across TV, digital, social, and live #HondaInnovator conversations.
Results
The Civic entered culture as a participant: #HondaInnovator ran as live conversation with inventors and creators, not as a hashtag printed at the end of a spot.
01: Today is Pretty Great
Optimism as a product truth, not a tagline.
02: MSN takeover
The idea rebuilt as a full homepage environment.
03: Page takeover
The same optimism, carried into the ad environment.
