Karmarama have produced a new campaign to celebrate the launch of Honda’s marquee model the 10th Generation Civic.
For many car manufacturers, their latest car model is just an adaptation of the older models. For Honda, every new Civic is seen as an opportunity for their world-renowned engineers to start from scratch and ensure the Civic is the most advanced car in its class.
Comparing the new 10th generation Civic model alongside previous generations, the campaign titled ‘Change is here’ will run across printed direct marketing, digital and press showcasing that every generation of Civic has pushed what we come to expect from our cars forward.
The direct marketing aspect of the work features a tactile leaflet which allows the recipient to fold back the booklet a section at a time to explore in more detail how each generation of the Civic model pioneered in the category- be that the 1987 4th Generation creation of the VTECH engine or the 1995 6th Generation Civic being the first car to have a built in CD player.
Online display banners will mimic the design of the printed direct mail, removing each version of the Honda Civic one at a time to reveal the latest generation model. The press executions will appear in dealership locations across Honda’s national network.
Adam Whitaker, Creative Director at Karmarama said of the work “Every campaign we create for Honda has to live up to the brand’s core beliefs and approach. None more so than this campaign for the latest generation Civic, a car that represents the epitome of Honda’s inherent restlessness and constant reinvention.”
Louise Furneaux, Brand Manager at Honda said “Karmarama have produced a campaign that celebrates the true pioneering spirit of Honda in the automotive world. Our work with Karmarama spans many years and we look forward to building on this campaign with them in the future.”
Brand Manager: Louise Furneaux
Account Director: Becky Salsbury / Felicity Newlands
Creatives: Paul Pearson, Laila Milborrow
Creative Agency: Karmarama
Planner: David Killick, Max Richards
Executive Creative Director: Adam Kean, Dickie Connell, Brian Williams
Chief Creative Officer: Nik Studzinski