| 标题 | Grrr |
| 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 | 10月 2004 |
| 行业领域 | 轿车 |
| 广告口号 | Hate Something, Change Something |
| 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 | 英国 |
| 音效设计公司 | Wave Studios |
| 创意总监 | Kim Papworth |
| 创意总监 | Tony Davidson |
| 美术指导 | Sean Thompson |
| 文案 | Sean Thompson |
| 美术指导 | Richard Russell |
| 文案 | Richard Russell |
| 美术指导 | Michael Russoff |
| 文案 | Michael Russoff |
| 广告公司制片 | Charlie Tinson |
| 导演 | Adam Foulkes |
| 导演 | Alan Smith |
| 制作公司 | Nexus Studios |
| 音效设计公司 | Amber Music |
| Group Account Director | Jonathan Campbell |
| 客户经理 | Matt Berry |
| 广告公司制片 | Rob Steiner |
| 音效设计公司 | John Waddell |
| 音效设计公司 | Will Parnell |
| 音效设计公司 | Johnny Burn |
| 客户经理 | Francesca Sellers |
| 剪辑师 | Nexus Studios |
| 动画 | Nexus Studios |
| 制片 | Chris O'Reilly |
| 制片 | Charlotte Bavasso |
| 制片 | Julie Parfitt |
| Graphic Designer | Reese Millidge |
| Graphic Designer | Ludovik Boden |
| Graphic Designer | Adam P |
| 3D Modelling / Texturing / Animation | Darren Price |
| 3D Modelling / Texturing / Animation | Steve Brown |
| 3D Modelling / Texturing / Animation | Mark Davies |
| 3D Modelling / Texturing / Animation | Luis Juan Palares |
| 3D Modelling / Texturing / Animation | Michael Greenwood |
| 3D Modelling / Texturing / Animation | Mike Swindall |
| 3D Modelling / Texturing / Animation | Daniel Shutt |
| 3D Modelling / Texturing / Animation | Laura Russel |
| 3D Modelling / Texturing / Animation | Saul Freed |
| 3D Modelling / Texturing / Animation | Sandra Guarda |
| Compositor | Reece Millidge |
| Compositor | Eddy Herringson |
| Compositor | Moshe Sayada |
| 剪辑师 | Alan Smith |
| 剪辑师 | Adam Foulkes |
| 音乐作曲家 | Michael Russoff |
| Music Producer | Amber Music |
| Music Lyricist | Sean Thompson |
| Music Lyricist | Michael Russoff |
| Music Lyricist | Richard Russell |
| 音效设计公司 | Johnnie Burn |
| Marketing Manager | Matthew Combe |
| 音乐公司 | Amber Music |
| 动画 | Alan Smith |
| 动画 | Adam Foulkes |
| 剪辑公司 | Nexus Studios |
| 音乐编曲 | Amber Music |