To show how the 2012 Civic makes driving fun again, Dare Vancouver has created a page takeover that literally breaks through the clutter.
“We liked the idea on paper right away, but we knew it would take a lot of problem solving and collaboration to make it happen”, says Rob Sweetman, creative director at Dare Vancouver.
Dare first enlisted the help of Jungle media to source websites that would host this unique takeover. “We needed a site that would allow us to have access to their content, so we could use it to turn into buildings and landscape.” says Sweetman.
With the website secured, Dare looked for a 3D animation house that would be able to turn the content into a city. “Hatch [Studios] had a great treatment, but more importantly they were excited about the project and really eager to make it happen.” Sweetman recalls.
When you see the takeover, it’s quite clear that the collaboration was a success. Visitors to the Yahoo! Entertainment page were urged to click on a big box that said “start your drive”. Once clicked, the whole page flipped down and a city grew from the page’s content. Headlines became buildings. Pictures became billboards. The Civic from the big box then took to the city, zooming through the streets. Once it finished its circuit, a super came up that said, “Driving is fun again”, and then the page flipped back up and the Civic drove back into its original big box.
Title: Civic Content City
Agency: Dare Vancouver
Creative Directors: Bryan Collins, Rob Sweetman
Art Director: Addie Gillespie, Mia Thomsett
Copywriter: Addie Gillespie, Mia Thomsett
Account services: Suzanne Carrier (Elvis Communications)
Producer: Amberlea Schaab
Production House: Hatch Studios Ltd.
Director: Richard Rosenman
Producer: Randi Yaffa
Modeler: Kosta Lavrinuk
Animation: Alex Avdyushin
Lighting/Texture/Render: Florin Besleaga
Final Composite: Richard Rosenman
Sound Design: Grayson Matthews
Developers: Pixelcarve Inc.
Client: BC Honda Dealers