| 标题 | Woodsman (Print) |
| 广告公司 | RPA |
| 广告战役 | 2012 Honda Civic |
| 广告主 | Honda Motor Co., Ltd. |
| 品牌 | Honda |
| Posted | 4月 2011 |
| 产品 | Civic |
| 行业领域 | 轿车 |
| 广告口号 | To Each Their Own |
| 剧情简介 | To bring attention to the variety of different Civic models and the idea of "To Each Their Own," the campaign features five distinct characters. Each represents a different model and shows that there's a Civic right for each person, no matter who-or what-you are. The Urban Woodsman, Jack, lives in the city but is at home in the woods. He likes his Hybrid for its great fuel efficiency, which comes in handy on his many trips to the great outdoors. |
| 问题 | Featuring the widest array of choices (Coupe, Sedan, Hybrid, performance Si, fuel-efficient HF or Natural Gas) available in its class, the 2012 Civic is the most personalizable compact on the market. The intelligent Multi-Information Display (i-MID) lets each Civic driver control what's important to them like their audio preferences (including iPod library), available navigation-system turn-by-turn direction system, fuel-economy readings. Drivers can also manage vehicle functions that can be personalized (e.g., door locks, headlights) and displays such as personalized wallpaper. "The Civic gets credit for being established, trusted, well-known and reliable. The challenge with this campaign is to get Gen Y to give Civic credit for being inventive and cool. To turn some of these perceptions into thinking of Civic as well-designed, trendy and technologically advanced," said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc. |
| 媒体类别 | 平面 |
| 执行创意总监 | Joe Baratelli |
| 集团创意总监 | Jason Sperling |
| 创意总监 | Nathan Crow |
| 创意总监 | Adam Lowrey |
| 联合创意总监 | Jamin Duncan |
| 美术指导 | Jamin Duncan |
| 文案 | Sarah May Bates |
| 制作经理 | Susan Cockrell |
| Art Buyer | Ginnie Assenza |
| 摄影师 | Tony D'Orio |
| 摄影师 | Tim Kent |