Honda - "Ninja"

RPA

RPA Santa Monica, Vereinigte Staaten von Amerika

10376

Marke: Honda
Länder: Vereinigte Staaten von Amerika

Werbende: Honda Motor Co., Ltd.

Titel	Ninja
Agentur	RPA
Kampagne	2012 Honda Civic
Werbende	Honda Motor Co., Ltd.
Marke	Honda
Datum der ersten Ausstrahlung/Veröffentlichung	2011 / 4
Produkt	Civic
Geschäftsbereich	Autos
Story	To bring attention to the variety of different Civic models and the idea of "To Each Their Own," the campaign features five distinct characters. Each represents a different model and shows that there's a Civic right for each person, no matter who-or what-you are. The Ninja, Aiko, is cute, innocent and deadly. A martial-arts phenom who's partial to red licorice and arcade games, she pairs well with the high-energy performance of the Si model.
Problem	Featuring the widest array of choices (Coupe, Sedan, Hybrid, performance Si, fuel-efficient HF or Natural Gas) available in its class, the 2012 Civic is the most personalizable compact on the market. The intelligent Multi-Information Display (i-MID) lets each Civic driver control what's important to them like their audio preferences (including iPod library), available navigation-system turn-by-turn direction system, fuel-economy readings. Drivers can also manage vehicle functions that can be personalized (e.g., door locks, headlights) and displays such as personalized wallpaper. "The Civic gets credit for being established, trusted, well-known and reliable. The challenge with this campaign is to get Gen Y to give Civic credit for being inventive and cool. To turn some of these perceptions into thinking of Civic as well-designed, trendy and technologically advanced," said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc.
Medientyp	Fernsehen & Kino
Redaktionsbüro	Final Cut
Executive Creative Director	Joe Baratelli
Group Creative Director	Jason Sperling
Creative Director	Nathan Crow
Creative Director	Adam Lowrey
Stellvertretender Creative Director	Jamin Duncan
Art Director	Jamin Duncan
Texter	Sarah Bates
Executive Producer	Gary Paticoff
Produzent	Brian Donnelly
Assistant producer	Faye Armstrong
Produktionsfirma	Smuggler
Regisseur	Guy Shelmerdine
Executive Producer	Brian Carmody
Executive Producer	Patrick Milling-Smith
Executive Producer	Lisa Rich
Executive Producer	Laura Thoel
Herstellungsleiter	Jay Shapiro
Direktor Fotografie	Paul Cameron
Direktor Fotografie	Kris Kachikis
Produktionsdesigner	Brock Houghton
Costume Designer	Casey Storm
Monster Costume	Legacy FX
Cutter	Rick Russell