Honda's 'Handy' Campaign from W+K

Curiosity is at the heart of Honda’s latest brand campaign which focuses on the curious spirit that has made the engineering company the largest engine manufacturer and racing company in the world.

 

‘Hands’ broke at 9pm on Tuesday 18th June in the UK during the documentary 'Child Genius'. The campaign will initially manifest itself as a set of break bumpers to continue the automotive brand’s fourth year of Channel 4 Documentaries’ sponsorship. A partnership that has seen Honda and C4 Documentaries partner up due to their shared progressive, curious & innovative values. The idents act as a teaser and will be followed up by a long-format film which will be seeded within social channels in the UK in July.

 

Honda’s global success has been attributed to its inquisitive and innovative spirit, which has seen them pioneer everything from their cars and bikes to their HondaJet, marine engines, ATVs, Lawnmowers, humanoid robot (ASIMO) & solar panel concept car.

 

In the films we see an engineer’s inquisitive hands intricately play around and transition between Honda products and in the process show viewers the story of Honda’s greatest achievements:

•    Certain parts of the film look back at Honda’s heritage, like the 2RC143, their first Isle of Man TT winning bike.
•    Others parts focus on current products, such as the HB25 leafblower, the CR-V and the Honwave T38 inflatable boat.
•    There are also moments highlighting Honda’s innovative technologies, such as the new NSX concept, ASIMO and FCX Clarity car which emits nothing but water.

 

Olivia Dunn, Head of Marketing at Honda (UK) commented; “We are particularly excited about this year’s campaign as it celebrates and really brings to life all the achievements the company has made over the last 65 years, leading it to become the largest engine manufacturer and racing company in the world. Honda has plenty to shout about and has lots of stories to tell and we want to shout as loud as we can!”

 

Chris Lapham & Aaron McGurk, the Creative team from Wieden + Kennedy London said: ‘The Power of Dreams. It continues to lead Honda to new insights and technologies. But sometimes, it’s nice to look back as well. To reflect on how Honda’s curiosity has landed them where they are today, and inform where they head tomorrow. 

 

Smith and Foulkes, the animation directors said: “There is a kind of folklore to Honda and they are held with great affection and justifiable pride.  We wanted to pay tribute to that by encapsulating some little touches within the film for the more knowledgeable eye that referred to these landmark moments in the company's history.” 

CAMPAIGN: Honda “Hands”    

CLIENT                Honda UK
PROJECT NAME    “Hands”
SYNOPSIS OF SPOT    The hands of an engineer transform innovative Honda products into one another in an interesting & engaging way to depict Honda’s inquisitive nature & never resting attitude. 
FORMAT    TV
CLIENT CONTACT    Olivia Dunn (Honda UK)
LAUNCH DATE    June 2013
DURATION OF CAMPAIGN    UK idents – 7 months, Online film – 1 year.

W+K LONDON
Creative Directors    Tony Davidson & Kim Papworth
Copywriter    Chris Lapham
Art Director    Aaron McGurk
Producer    James Guy
Account Team    Laura McGauran / Paulo Salomao
Executive Creative Directors    Tony Davidson & Kim Papworth

PRODUCTION
Production Company    Nexus
Director    Smith & Foulkes
Executive Creative Director    Chris O Reilly
Producer    Tracey Cooper
Production Asst    Fernanda Garcia Lopez
Director of Photography    Clive Norman

EDITORIAL 
Editorial Company    Trim Editing
Editor    Paul Hardcastle/David Slade
Post Producer    
Post Executive Producer    

VFX
VFX Company    Nexus Productions & Analog
VFX Supervisor     Mike Merron 
VFX Supervisor     David Walker
Senior 3d Artist    Simon Reeves
Senior 3d Artist    Tim Woods
3d Artist    Arvid Niklasson
3d Artist    Stuart Turnball
3d Artist    Todd Daniele
Animator    Stuart Doig
Animator    Chris Bacon
Animator    Sabrina Lecordier
Animator    Eoin Couglan
Animator    Dominic Griffiths
Rigger    Mark Tsang
Modeller    Wayne Kresil
Modeller    Dan Osbourne
Modeller    Alex Stratulat
Modeller    Jay Harwood
Modeller    Florent Rousseau
Compositing Supervisor    Fabio Zaveti
Senior Compositor    Jaume Arteman
Compositor    Nicole Hekel
Jr Compositor    Sabrina Rivolta
Jr Compositor    Andre Dias
VFX Editor    Pete Baxter
Grade    Gabriele Peloso
Effects TD    Matt Chandler
Technical Director    Anthony Arnoux
VFX Producer    Mike Turoff

MUSIC + SOUND DESIGN
Music+Sound Company    Factory & Siren
Composer    N/A
Sound Designer    Anthony Moore @ Factory
Song (if applicable)    N/A
Producer    Sean Atherton

MIX
Mix Company    
Mixer    
Producer