CONTINUUM by DDB Johannesburg for Honda

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CONTINUUM

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Industry Cars
Media Design & Branding
Market South Africa
Agency DDB Johannesburg
Copywriter Matthew Berge
Released April 2012

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: HONDA SOUTH ARICA
Product/Service: HONDA
Agency: DDB SOUTH AFRICA
Executive Creative Directo: Grant Jacobsen (DDB South Arica)
Creative Director/Art Director: Sean Harrison (DDB South Arica)
Copywriter: Matthew Berge (DDB South Arica)
Media placement: TVC - SABC - 29.04.12

Describe the brief from the client
Although Honda has been in the South African market for a long time, they have never produced and aired a big brand commercial in the country. Client tasked us with creating this commercial, one that would clearly establish the Honda brand and differentiate it from the rest. A commercial that would ignite an affinity for the brand in South Africa.

Describe the challenges and key objectives
Honda, although relatively well liked in South Africa, was struggling to compete with other automotive brands for the share of voice they needed to differentiate themselves. Added to this we needed to communicate Honda’s breadth of expertise from lawnmowers to cars and bikes to jet planes and everything in between.
Finally, consumers needed to have their eyes opened to the brand once again, to feel a kinship with it. We wanted South Africans to be absorbed by Honda’s playful, optimistic and forever-dreaming-of new-ways personality.

Describe how you arrived at the final design
We needed to seamlessly combine Honda’s history and pedigree, their broad stable of products and their optimistic philosophy in one execution. As well as tell our story, that of a joyous little journey.
The design technique created allowed us to incorporate all of this detail and depth fluidly and beautifully. It is also a technique unique to the category.

Give some indication of how successful the outcome was in the market
Just been launched so at the moment no outcome as yet.