| 标题 | Cog |
| 广告公司 | Wieden+Kennedy |
| 广告战役 | Honda Power Of Dreams philosophy |
| 广告主 | Honda Motor Co., Ltd. |
| 品牌 | Honda |
| Posted | 6月 2003 |
| 产品 | Accord |
| 行业领域 | 轿车 |
| 广告口号 | Honda. The power of dreams. |
| 剧情简介 | The 2 minute commercial, entitled cog, uses over 85 individual parts of the new Accord which precisely and intricately knock on to and interact with one another to form a complex chain reaction which lasts until the new Accord is finally revealed. |
| 哲学 | Our task was clear get Honda onto peoples shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars. Hondas corporate culture and history are uniquely compelling. Mr. Honda himself was a fascinating, unexpected character. Not to tell these stories would have been a communications crime. So we told them in a series of brand and product ads that explain Hondas Power Of Dreams philosophy |
| 问题 | When Honda came to us, they were underperforming in the UK car market. One of the most striking reasons for this under-performance was their recessive image. They were seen as dull but reliable. Good engineers, but uninspiring car makers. The car market is too cluttered and too complicated for people to consider many car brands. The more recessive ones fade from peoples attention very quickly. |
| 结果 | Since we started working with Honda in 2002, their sales are up 55%. Consideration of Honda for next car is up from 12% in 2002 to 26% in 2006. Ad awareness is ahead of rivals VW and Toyota on a fraction of their spend. The campaign has delivered over £400m in incremental sales revenue and has helped Honda's website become most visited of any car manufacturer. |
| 媒体类别 | 电视 |
| 长度 | |
| 市场 | Europe, 英国 |
| Soundtrack | Rapper's Delight |
| 制作公司 | Partizan Paris |
| 录音室 | Wave Studios |
| 音效设计公司 | Wave Studios |
| 导演 | Antoine Bardou-Jacquet |
| 广告公司制片 | Rob Steiner |
| 美术指导 | Matt Gooden |
| 文案 | Ben Walker |
| 制片 | Fi Kilroe |
| 音乐 | Sugar Hill Gang |
| 执行创意总监 | Tony Davidson |
| 执行创意总监 | Kim Papworth |
| 摄影指导 | David Ungarro |
| 制作公司 | Partizan London |
| 制片 | Madeleine Sanderson |
| 制片 | James Tomkinson |
| 制片 | Franck Montillot |
| 剪辑师 | Bill Smedley |
| 剪辑公司 | The Quarry |
| 特效 | Barnsley |
| 特效 | The Mill London |
| 音效设计公司 | Jonnie Burn |
| First Assistant Director | Olivier Colhoun |
| 剪辑公司 | The Mill London |
| 音乐公司 | Sanctuary Records |
| 客户主管 | Jonathan Campbell |
| 剪辑师 | Barnsley |
| 音效设计公司 | Jonny Wave |
| 音效设计公司 | Warren Wave |
| 灯光主管/照明 | David Ungarro |
| 音效设计公司 | Warren Hamilton |
| 客户总监 | Francesca Birch |
| Marketing Manager | Matt Coombe |
More Work
SEE ALLDoorstep
- 品牌:
- John Smith's
- 广告公司:
- TBWA\London
Mountain
- 品牌:
- Sony PlayStation 2
- 广告公司:
- TBWA\London
Laughing Mouths
- 品牌:
- Sony PlayStation 2
- 广告公司:
- TBWA\London
Ball Skills
- 品牌:
- John Smith's
- 广告公司:
- TBWA\London
Monsters
- 品牌:
- John Smith's
- 广告公司:
- TBWA\London
Babies
- 品牌:
- John Smith's
- 广告公司:
- TBWA\London