BRIEF
Honda is renowned for its reputation of engineering excellence, technology and reliability. But with 'The Other Side', we wanted to bring to life the side of Honda born from a racing heritage and thirst for innovation.
The all-new Civic Type R, the wild child alter-ego of the Civic hatchback, is a perfect embodiment of this other side. Launching in 2015, it promises to be the most extreme and high-performing model to wear the famous ‘Red H’ badge.
CREATIVE
We built the campaign around a dual-sided 3-minute film: two parallel high-adrenaline tales, seamlessly mirroring each other. In the daytime, a father picks his daughter up from school in his white Civic and drives her to a surprise party. Night-time reveals the father’s other side - an undercover cop delivering a crew of art thieves to a police sting, in a head-turning red Type R. We wanted people to feel Honda's other side as well as see it, so we dreamt up a technique that brings together both narratives through a simple interaction. With a press of the ‘R’ key, the viewer is given the power to drive the film, toggling between two parallel stories. It's a dramatic, heart-racing rush, a big gear shift between stories echoing the high octane rush of pressing the new Type R’s ‘R’ button to activate ‘Race Mode'.
RESULTS
The campaign was instantly picked up by titles including Time, Forbes, and Top Gear, and was upvoted to the front page of Reddit. In the first four days after launch, the campaign site was visited 2.3m times with 1.8m unique visitors, and the experience had been shared 50,000 times. On average people spent over 3 minute with the experience and over one minute pressing ‘R’, experiencing the other side of Honda.
Experience Honda's other side for yourself at hondatheotherside.com.