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ANDY Awards

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

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TitleEveryday
Agency
Campaign The Power of Dreams - Honda
Advertiser Honda Motor Co., Ltd.
Brand Honda
PostedMay 2004
Product Civic
Business Sector Cars
Tagline The power of dreams
Story 'Everyday' charts a day in the life of a Civic owner through the brilliant objects he uses. They're shot close up and range from a zipping fly, to a ballpoint pen, to a corkscrew in the evening. He also drives a Civic, another brilliant thing he takes for granted.
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 Television & Cinema
Length
Market United Kingdom
Production Company
Creative Director
Creative Director
Copywriter
Art Director
Advertiser's Supervisor
Agency Producer
Account Executive
Director
Art Director
Copywriter
Copywriter
Editor Christopher Allender
Art Director
Producer
Editor
Lighting Director / Lighting
Sound Design Company
Sound Design Company
Music Composer Bob Gillespie
Music Composer
Music Composer Andrew Innes
Account Director
Marketing Manager