At a time when vehicle inventory was low, our efforts were focused on creating overarching brand-building content for Honda that would reaffirm them as a company with a wide range of products. Our aim was to create executions that communicated Honda’s spirit of determination and innovation. We wanted the work to be attention-grabbing, inspiring and shareable. We targeted current owners, potential owners, and future owners, the sweet spot being potential Honda buyers.
We created striking still images featuring some of Honda’s most iconic vehicles – from four wheels to two wings, from road to dirt track. We featured Honda’s legendary Civic Type R, the advanced HondaJet Elite S, and two offroad racing machines – the Ridgeline and Talon.
Each execution features an inspiring message built in eye-catching 3D type, which incorporates elements from the environment that the vehicle is driving through. Various methods were used to give the 3D type as much depth and realism as possible. Using specialized software and particle simulation, we were able to create the type out of clouds, dust and rocks in 3D. We then went through a process of editing the 3D type to the correct perspectives, lighting situations and shadow interactions for maximum realism when integrating each headline into the original image.
We made these to be attention-grabbing and shareable. The physical headlines are sentiments that the vehicle represents and that the Honda brand embodies and intended to drive brand opinion and make an emotional connection with audiences.
The Drive Through Doubts executions generated over 15 million impressions on Pinterest and Reddit alone. In our testing and media tracking, all the right metrics moved upwards. Overall, the whole campaign received a lot of positive reaction from consumers organically, across all platforms.