Honda Film The Civic Type R [image] 1 by Team collaboration

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The Civic Type R [image] 1

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Industry Cars
Media Film
Market United Kingdom
Agency Team collaboration
Art Director Kamran Akram
Copywriter Danny Lathem-Symes
Creative Samantha Jenkins
Released August 2017

Credits & Description

Brand: Honda Civic Type R
Creative Director: Glenn Smith
Senior Planner: Nicole Kirkland
Art Director: Kamran Akram
Copywriter: Danny Lathem-Symes
Creative Team: Samantha Jenkins
Business Director: Rob Goodall
Account Director: Jo Cornford/Claire Lambell
Agency Producer: It Drew Itself
Photographer: Joe Windsor Williams/ Terry Paul
Director/ Production Co: It Drew Itself
Producer: It Drew Itself
Editor: Alex Webster/Liam Hayes/Ben Kemp (Southpaw)
Post Production : Alex Webster/Liam Hayes/Ben Kemp (Southpaw)
Sound Design: Composer – Robert Primrose
Typographer: Kamran Akram
DoP: -

Honda Motor Europe has launched an emotionally charged campaign to promote the launch of the new Civic Type R.
The “Are You Type R?” campaign, which comprises online content/VOD, press and OOH, and was created by the Hakuhodo-owned Southpaw, which won the account in April following a competitive pitch.
It positions the Civic Type R not just as a performance car – but as an attitude, and is designed to prompt reappraisal of both the Civic range and the Honda brand through the notion that ‘with risk, comes reward’.
A campaign of two phases, the first aims to establish a link between a Type R attitude and the car’s performance with highly exhilarating pieces of film, print and digital content that challenges the audience with the question – “If you never try, you’ll never know – are you Type R?”
The second phase is influencer driven with a pre-event and event film that is comprised of four influencers from each of Honda’s key European markets including the UK, Italy, France and Germany. Trained and challenged by World Touring Car champion, Tiago Monteiro, the influencers were chosen because they epitomise the Type R attitude, the influencers compete in a racing challenge called “Reach The Racing Line” at the Lausitzring in Dresden to find out who is the most ‘Type R’. The main event film will be teased out on social media as well as on the influencers own channels, and it comprises the first time Honda has run a pan-European influencer campaign.
The UK element of the campaign breaks on 14 August with other markets running activity by October 2017