Friday, January 13, 2012

Honda - The Great Unknown

The past couple of months has seen some great work from Weiden + Kennedy London (as well as B-Reel & Partizan films) for Honda's 'The Great Unknown' pan-European marketing campaign.  The campaign supports the launch of the new 2012 Civic.

The first phase kicked off with the launch of the new Honda Civic UK Youtube channel which (according to W+K London) 'introduced the campaign idea and was car-specific: the content relates to the various improvements and enhancements of the Civic.'  This included the adorable Happy Dog interactive film (see below), which highlights 'the journey the Honda engineers undertook- how they got to the final design of the Civic and the lessons learned along the way.'

The second installment,  Honda - The Experiment evoked the iconic Honda Cog commercial (see here) from 2003, brought to life through a physics based HTML5 game/challenge where: 'Each video window contains an object that interacts with those around it to create hundreds of possibilities and combinations. After six levels of solving chain reactions you get the chance to create your own and challenge your friends.'  The goal is to experiment and discover what works, just like Honda engineers do.

Warning, it's addictive and frustrating at the same time.  There's also an interesting making of video, that can be found here.

For the third and final installment of the campaign,  Honda launched the 360 degree interactive film 'Off The Grid.'  It feels very much like Google Streetview, but aims to take users to places 'off the grid' or part of 'the great unknown' that they'd never get a chance to see otherwise.  This includes new perspectives/views of places such as Antelope Canyon, an Alaskan glacier cave and an underwater sculpture gallery.  The locations and cinematography is incredibly stunning, and the Yellowbird 360 degree player means that users can control the perspective as the experience unfolds.   See below, but I highly encourage you to experience it yourself on the Honda Civic Youtube channel.  There's also a nice 'making of' video here.

In fact all three installments of the campaign can be seen on their Youtube channel.

Supporting Articles: B-Reel | PSFK | W+K London