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Park Picture's Lisa Rubisch for Honda CR-V

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Cross off the leap list with 50 States

Park Picture's Lisa Rubisch for Honda CR-V

 

 
 
A new campaign for Honda CRV directed by Park Pictures’ Lisa Rubisch out of RPA, Honda’s longstanding agency of record, depicts young people getting stuff done and crossing them off their respective ‘leap lists.” In the commercials entitled “50 States”, “Grandma” and “Marathon”, twenty- and thirtysomethings use the versatile vehicle to achieve a variety of ambitious life goals. According to CRV microsite www.leaplist.honda.com, a “leap list” is a personal checklist of everything you want to do before everything you have to do.
           
The campaign also includes print advertisements and presence on Honda.com, social media including Facebook, a contest, a branded integration of the CR-V in an episode of “The Bachelor” on ABC, digital ads and ads in movie theaters. 
 
“Fifty States”, which aired on Super Bowl XLVI in select markets, features snap shots of young women who visit all 50 states, depicting American locations through the photos’ backdrops and the touristy tee shirts worn by the footloose travelers. “Grandma” poignantly follows a young man taking his grandmother to visit the house where she was born. A girl finally completes her first “Marathon” in the :30 of the same name, receiving a congratulatory voice text from her mom.
 
 
Credits:
Agency: RPA
ECD: Joe Baratelli
GCD: Jason Sperling
CD/Art Director: Chuck Blackwell
ACD/Copywriter: Ken Pappanduros
ACD/Copywriter: Damian Fraticilli (“Grandma” only)
Senior Art Director: Jeni Stewart
Senior Copywriter: Seth Prandini (“50 States,” “Marathon”)
Agency Executive Producer: Gary Paticoff
Agency Producer: Lyndsey Wilson
 
Production Company: Park Pictures
Director: Lisa Rubisch
Still Photographer: Christine Ng (“50 States”)
DP: Jim Frohna
Executive Producer/Owner: Jackie Kelman Bisbee
Executive Producer: Mary Ann Marino
Line Producer: Laure Stevens
Production Designer: Ron Hellmann
 
Editorial Company: The Reel Thing
Editor: Joe Beshenkovsky
Assistant Editor: Scott Dearborn
Lead Flame Artist: Moody Glassgow
Executive Producer: Doug Klekner
 
Telecine Company: Company 3
Telecine Artist: Stefan Sonnenfeld
Telecine Executive Producer: Rhubie Jovanov
 
Title Design/Visual Effects: MassMarket
Managing Director: Jay Lichtman
Executive Producer: Lexi Stearn
VFX Supervisor/2D Lead: Kim Stevenson
VFX Supervisor/3D Leads: Chris Sage, Chris Eckart
VFX Producer: Scott Siegal
 
Audio Post Company: Lime
Audio Post Mixer: Loren Silber
 
Music Company: Good Ear Music Supervision
Music Supervisor: Andrew Charles Kahn
 
“50 States” licensed music track: “Whistle Clap Hey (Live It Up)” by Lucy & The Cloud Parade
“Marathon” licensed music track: “22” by Wakey Wakey
 
Original t-shirt designs (“50 States”): Notion Creative
 
 
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Genres: Action

Categories: Automotive, Cars

lbbonline.com, Fri, 10 Feb 2012 12:35:45 GMT