American Honda · 2014
Honda HR-V Launch
Associate Creative Director · US
A new compact SUV, for a younger audience that tunes out category clichés. The launch was built on one contradiction (work and passion, logic and creativity) instead of a feature list, and carried across TV, digital and interactive.
Problem
Introduce a new compact SUV to a younger, digitally savvy audience without the category clichés: HR-V had to feel human and expressive, not just practical.
Solution
An integrated launch that celebrated contradiction: work and passion, logic and creativity: with morphing cars and social-first executions across TV, digital, and interactive.
Results
A new nameplate given its own character inside a crowded Honda lineup: TV, digital and interactive all built off one contradiction instead of one feature list.
01: Launch TVC
Contradiction, celebrated.
02: Digital experience
The launch site: configurator, colour selector, morphing cars.
