Acura Film, Digital Beginnings by mcgarrybowen Shanghai

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market China
Agency mcgarrybowen Shanghai
Chief Creative Officer Jeffry Gamble
Associate Creative Director Swing Gu
Creative Director Recky Hou
Art Director Leo Li, Yolanda Feng
Copywriter Eko li, Lingfei Xie
Production Mili Films
Director Alessandro Pacciani
Released December 2016


Ad Stars 2017
Film Craft Direction Bronze

Credits & Description

Additional Info: You Gotta Be Yourself
Category: Automotive
Client: Acura
Brand: Acura Nsx
Media: Film
Title :Acura: “Beginnings” Brand Film
Advertising Agency: mcgarrybowen, Shanghai, China
Chief Executive Officer: Simone Tam
Chief Creative Officer: Jeffry Gamble
Creative Director: Recky Hou
Associate Creative Director: Swing Gu
Art Director: Leo li, Yolanda Feng
Copywriter:Eko li, Lingfei Xie
Producer: Fiona Zhong
Director of Client Service: Carol Ma
Associate Account Director: Shawn Shi
Production House: MILI Films
Director: Alessandro Pacciani
Cameraman: Paul Meyers
Editor: Marco Battiloto
Color Toning: Siggy
Composing: Lorenzo Piggici
Mixing: Charles Deenen
Co-Partner Agency: Dentsu One (China)
Chief Executive Officer: Xu Cheng
Business Director: Fang Han
Account Manager: Li Lei
Published: 12.2016
Acura, a premium brand from HONDA USA. With low awareness in China and thought of as just another Honda.
Our challenge was to build an aspirational international brand image for Acura and trigger desire among Chinese Middle Class.
Acura always seeks to be unique, and eventhough it comes from the Honda family, it is always true to itself. Acura has always believed chasing the dream and not the competition.
So to launch this new positioning, we found a legendary spokes person to re-launch this legendary brand. Aryton Senna, as one of the core team members who designed the original Acura NSX, Aryton Senna was the perfect spokesperson to launch our new tagline, ‘You gotta be yourself’, we even used his own words. In this film, we are figuring how this belief motivate different people and Acura to be themselves, to be even better.