American Honda · 2014
Honda Civic: One More Thing to Love About Today
Associate Creative Director · US
Younger buyers had tuned out car advertising entirely. So the Civic stopped talking over culture and joined it: an optimism platform built around inventors and creators, with #HondaInnovator running as a live conversation.
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.
