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ANDY Awards

Creative Award
New York, United States
Honda - "Cone" by ANDY Awards 2014

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TitleCone
Agency
Campaign The Power of Dreams - Honda
Advertiser Honda Motor Co., Ltd.
Brand Honda
PostedDecember 2003
Product IMA
Business Sector Automotive
Tagline The Power of Dreams
Philosophy They did, by crafting a consistent voice to communicate the brand’s many flavours and shades. What about ‘more for less’? Less spend, more effective communications, more measurements, more motivated stakeholders, more brand preference, more profit and more sales.
Problem ‘Less is more’. Is that always true? Rather than simplifying their brand, Honda wondered what would happen if they embraced its diversity.
Result Twenty-eight% more sales, in fact, and £388m more revenue. Not everybody believes that OK is OK. Honda certainly don’t.
Media Type Print
Market United Kingdom
AI Description The ad features a visually striking image of a blue traffic cone adorned with pink feathers. The text below it prompts viewers to consider when they last smiled at traffic cones, introducing IMA (Integrated Motor Assist) technology. This system captures energy lost during braking and returns it during acceleration, providing a playful take on energy efficiency. The design has a clean, minimalist aesthetic, using bold colors to grab attention, and showcasing Honda's innovative approach in the automotive sector. Positioned above is the iconic Honda logo, emphasizing their branding with the tagline 'The Power of Dreams'.
Account Planner
Advertising Manager