Honda Film, DM, Case study The Green Light by Y&R Dubai, Y&R Amman

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The Green Light

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Industry Cars, Traffic safety
Media Film, Direct marketing, Case study
Market United Arab Emirates
Agency Y&R Dubai
Executive Creative Director Kalpesh Patankar
Art Director Fabio Tridenti, Sharique Mohammed
Copywriter Elisa Binda
Creative Agency Y&R Amman
Creative Director Emad Khayyat
Released September 2017

Awards

Dubai Lynx 2018
Direct Use Of Direct: Use Of Technology Bronze

Credits & Description

Nomination: Direct
Category: Use Of Direct: Use Of Technology
Award: Bronze
Media: Case Film
Client: Honda
Product: Honda Cars
Agency: Y&R Dubai, United Arab Emirates
Entrant: Y&R Dubai, United Arab Emirates
Product/Service: Honda Cars
Idea Creation: Y&R Dubai, United Arab Emirates
Executive Creative Director: Kalpesh Patankar (Y&R Dubai)
Copywriter: Elisa Binda (Y&R Dubai)
Art Director: Fabio Tridenti (Y&R Dubai)
Creative Director: Emad Khayyat (Y&R Amman)
Art Director: Sharique Mohammed (Y&R Dubai)
Copywriter: Zaheen Hussain (Freelance)
Music: Sameer Suri (Freelance)
Account Director: Ahmad Al Salem (Y&R Amman)
Producer: Jumana Sadeh (Y&R Amman)
Executive Director: Ivar Siosteen (Pixel Plus Media)
Business Development: Jose Garcellano (Pixel Plus Media)
Synopsis:
The Campaign:
While working on the brief, something struck us as odd. There are brake lights at the cars’ rears, helping drivers keep a safe distance from the vehicles ahead. These brake lights are unmistakable signals. But there is nothing at the front to indicate to pedestrians if the car heading towards them is slowing down. So, we shifted the focus from drivers to pedestrians, creating a device which is applied on cars, but is meant for those who are not driving. We developed The Green Light, the first car light created with pedestrians in mind. This new device, linked to the cars’ brakes, will tell people when to cross. Whenever the driver brakes, the Green Light turns on at the front of the car. When pedestrians see it, they’ll know they can cross. When they don’t, they will wait.
Creative Execution:
The Green Light is composed of a green LED strip, embedded in a 3D printed structure covered by a transparent surface that diffuses the light homogeneously, in order for it to be seen easily during both night and day. The Green Light is fastened beneath the license plate, thanks to two hooks that guarantee a quick installation. The device is light, with (36.4Lx6.2Wx2.1Hcm) dimensions in order to fit and be seen on every car model. The Green Light is integrated in the existing system for lighting the rear brakes. When the brake pedal is pressed, power activates the brake lights and the Green Light simultaneously. It took us 6 months of intensive tests and working side by side with Honda engineers in order to create the first prototype, and then the actual product, which can be fitted to any car.
Results:
The Green Light was sold in all Honda showrooms starting 11 of May 2017 throughout Jordan, where it received positive responses from visitors. With this project, Honda took a step further in being perceived like the human centric brand that it is, its commitment towards creating safer streets is now widely known and this is making a real impact on people’s lives. Once this project becomes part of Jordan’s culture, streets will be a safer place for both pedestrians and drivers. Importantly, the device can be installed on any make of car, thus inviting all drivers (Honda owners or otherwise) to step into a Honda showroom. Furthermore, Honda aims to include the Green Light in their accessories catalogue, in order to give it even more visibility and reach all the drivers that would potentially want to apply it on their cars.
The Green Light project uses new technology to build a stronger relationship between Honda and its customers, and shows Honda’s human-centric vision and commitment towards safety on the streets, not only for drivers, but for pedestrians as well. Honda invites all drivers to apply this technology on their cars, no matter their vehicle’s brand, in order to decrease the number of pedestrian-related accidents that are now such a big issue in Jordan.
The data we gathered revealed that more than one third of accidents in Jordan involve pedestrians. Newspapers like The Jordan Times, institutions like The World Health Organization, UNECE and The Jordan Ministry of Transport have published numerous articles and reports regarding this issue. Our approach was to not just talk about and raise awareness of the problem, but to create a tool that could help solve it. We chose the colour green for the device because, from the railroad signals of the 1830s to today’s traffic lights, it has always universally communicated that it’s safe to move forward. We also understood the strategic importance of making any solution universal, so that it could be implemented no matter the make of vehicle, thus allowing Honda to invite all drivers (both the ones who drive a Honda and the ones who don’t) to step into their dealers’ shops.