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THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Origins of Determination

Audience Honor in Visual Effects

Entered in Visual Effects

Objective

The vehicles that Honda builds today are the culmination of everything Honda has ever done—all the innovations and successes as well as the challenges overcome. In our brand film, titled “The Origin of Determination,” we sought to highlight some of the most important Honda innovations, featuring more than 100 products from the brand’s 73-year history. 

Strategy


The spot was an epic task to bring to life, requiring a team of over 50 visual-effects artists from all over the world.  The diverse legacy of Honda vehicles—from the original A-Type motorcycle to the Acura NSX supercar and the HondaJet® Elite—were meticulously modeled and textured. To tell the epic story, the CG vehicles and iconic supernova were seamlessly combined with background plates shot in Namibia and the Mojave Desert.

In order to ensure historical accuracy, the agency team consulted several historians during the research phase of the project. One historian provided intel around the milestones of motorcycle history, while another focused on automobiles. Historical research was also used to ensure that accurate engine sounds and driving dynamics were featured, as well as historically accurate drivers. 

 







 

Results

The campaign resonated particularly well with younger millennial car buyers. The spot helped drive perception of Honda as an innovative and fun-to-drive brand (+10% and +8% respectively). Most important, familiarity with the brand increased 7%, favorability increased 6%, while consideration increased 9%.


The final film is a piece that elevates the brand messaging for Honda, showcasing its breadth of products with a message that highlights its founder’s thinking. It’s a story no other auto manufacturer can tell. 

Media

Video for Origins of Determination

Entrant Company / Organization Name

RPA Advertising, American Honda Motor Co., Inc.

Links

Entry Credits