Strategy includes pieces for digital, social networks, OOH, DOOH, magazine and radio spots
Honda’s new campaign highlights the fifth generation of the New City. According to the company, the new model “is already born as a reference among sedans”.
The material developed by Publicis exalts humanization and focuses on the feeling of New City owners when showing the vehicle as a partner in moments of joy, such as professional achievements and occasions with the family. The tagline “Your new driving experience” complements the communication.
Fabio Astolpho, ECD at Publicis, talks about the agency’s work. “Once you drive a New City, with all these innovations, nothing is ever the same again. Communication materialized this perception with situations that evoke that same feeling in people, placing the car as part of this new direction that your life will gain”, he says.
In addition to the film, which will be broadcast on open TV and Pay TV, the strategy includes broadcasts on digital, content on social networks and also in offline media such as OOH, DOOH, magazine ads and radio spots.
Diego Fernandes, Commercial General Manager of Honda Automóveis, says that this is the first model produced in Brazil to ship the Honda Sensing, a package of safety equipment and driving assistance. “In addition, the New City combines comfort, efficiency and safety in a completely renewed model”, he highlights.
DATASHEET
Advertiser: Honda Automobiles
Movie: Things That Change Life
Client: Roberto Akiyama, Diego Martins Fernandes, Gislaine Matano, Caio Capelin, Maisa Martins, Rogério Sakurai
CCO: Domenico Massareto
Executive Creative Director: Fabio Astolpho and Dani Ribeiro
Creative Director: Luis Figueiredo
Associate Creative Directors: Ricardo Sarno, Vitor Medrado
Creation: Ricardo Sarno, Vitor Medrado, Guilherme Martins, Nathalie Lourenço
Attendance: Gabriela Borges, Maria Fernanda Laudisio, Pedro Yoshida, Patrícia Gritti, Vitória Coelho, Roberti Santos
Planning: Gustavo Leite, Diana Santos, Bárbara Costa, Deborah Ferreira
Media: Mauricio Almeida, Luca Lima, Felipe Reis, Henrique Damenhain, Breno Fernandes, Moses Junior
Content: Cláudia Cecília, Paola Otsuka, Rodrigo Siqueira, Vinicius Targa, Fabiane Castro
RTV: Renata Sayão, Valeria Andrighetti, Leonardo Alves
Image Producer: Saigon
Stage Direction: Vellas
Executive Producer: Marcelo Altschuler, Carol Pessini
Attendance: Fernanda Gomes, Rafael Costa, Karin Diniz, Giovanna Saad
Production Coordination: Katiucia Soares, Jucilene Almeida, Thalita Machado
Director of Photography: Will Etchebehere
Aquatic Camera Operator: Renato Passarelli, Luiz Albertin and Caio Viana
Art Director: Taisa Malouf
Assistant Director: Flávia Meszberg, Ana Bianco and Luciana Camargo
Creative Researcher: Amanda Flora
Production Director: Reinaldo Faria
Costume designer: Marina Vieira and Gabriela Pinesso
Casting Producer: Flávia Cocozza
Location Producer: Kleber Pereira and Samuel de Castro
Object Producer: Fernanda Reinert
Makeup Artist: Vick Garaventa
Post-production coordinator: Virgini Fares
Post-Production Service: Claudia Rocha
Finisher: Fábio Abreu
Editor: Beto Araújo and Rami D’Aguiar
After: Léo Garcia
Cor: Bleach
Finisher: Nash
Sound Producer: Quiet City Music + Sound
Music producer: Chris Jordan
Attendance: Xanna D’aguiar, Karina Vadasz and Ivis Silva
Submission: Marcos Moretto and André Melges
