Honda and W+K launch ‘Inner Beauty’ campaign

Hot on the heels of the success of the recent viral hit Honda ‘Hands’, which has been viewed over 10 million times since launch, Honda and Wieden+Kennedy London have once again teamed up with Nexus directors Smith and Foulkes to create a captivating film introducing the newest member of the Civic family, the Civic Tourer.

The ‘Inner Beauty’ campaign celebrates the idea that beauty is about more than what’s on the surface. Whilst appearance is important, what’s on the inside is often forgotten. This trend is apparent not only in design and engineering, but also in wider society – where looks are all-too-often valued over personality.

The new Civic Tourer is a perfect example of this. It’s a great looking car, but take a closer look and you’ll see so much more, including class-leading 624L boot space.

As with some previous Honda commercials, the creative idea was in part inspired by interviewing the Honda engineers involved in the project. Adrian Killham, Honda’s Chief Engineer for the Tourer, spoke about wanting people to look past the outer beauty to what lies beneath. The ad translates this concept by taking viewers on a journey through a series of objects, revealing the beauty inside each: from a golf ball and a toy robot, to a guitar amp and finally, of course, the Civic Tourer. As with ‘Hands’, there are plenty of clever details for viewers to discover along the way.

The film employs a collage of techniques to achieve a hyper-real aesthetic, mixing stop motion ‘slicing’ and CG effects to create the inside of the objects, and live action for the exterior of the objects. The driving sequences were shot on location in the vast desert landscape of Teruel, Spain. As well as the bright visual style, sound design played a big role in adding humanity and warmth to the film, bringing life and personality to inanimate objects.

Scott Dungate, Creative Director at Wieden+Kennedy London, says, ‘‘Beauty is more than just the outside. Beauty also lies inside, in how something fits together and works. We wanted to create a film that yes, showed the external beauty of the car, but also celebrated the wonder and surprise of what lies on the inside of things.’’

Directors Smith and Foulkes say “As always with Honda, Weiden+Kennedy came up with an idea that was a little off the wall. The script was an intriguing puzzle through which we had to navigate a clear path, creating a journey that switches between expansive exteriors and unexpected interiors that eventually relate directly to the practical capabilities of the car. We imagined our journey as a series of tunnels in a desert, capturing the disorientating sensation of driving into an enclosed space before suddenly being thrown back out onto the open road. We began the process by sawing a lot of objects in half, getting to know how you might travel through them and discovering otherwordly interior spaces within. Then we re-imagined the surreal expanse of prog rock artwork as our stage.”

The full film can be viewed on Honda (UK)’s YouTube channel, with the TV premiere of the 60 second spot taking place on Monday 3rd February. The TVC will then subsequently be supported by 60 and 30 second spots on TV and video on demand, as well as print and digital media.

To celebrate this new campaign, Honda (UK) will be running a five-day Twitter competition, also launching on 3rd February. A short hypnotic loop from the ad will be tweeted daily, each clip featuring a cleverly concealed word that relates to a great prize. Fans will need to find the hidden word and tweet it to @Honda_UK, using the hashtag #CivicTourer for the chance to win. Prizes include a camera, a department store shopping spree and a holiday for two. Follow @Honda_UK on Twitter for further information.

for those who love the inside as much as the outside

Being in the business of crafting creative work, we know how important appearance is. But we also know that what lies beneath the surface can be just as captivating and surprising as what’s on the outside.

The newest member of Honda’s Civic family, the new Civic Tourer, is a perfect example of this. It’s a great looking car, but take a closer look and you’ll see so much more, including class-leading 624L boot space.

Today, we launch our new Honda ‘Inner Beauty’ campaign introducing the Civic Tourer, for those who love the inside as much as the outside. 

The creative idea at the heart of the campaign, which celebrates the idea of inner beauty, was inspired in part by the Honda engineers who were concerned people would only see the outside and overlook what the inside could do.

TourerWardrobe

We teamed up once again with our friends at Nexus and directors Smith and Foulkes (whose magic touch brought our viral hit ‘Hands’ to life), to create a captivating film that will take you on a hyper-real journey through a series of objects, revealing the beauty inside each: from a golf ball and a toy robot to a guitar amp and finally, of course, the Civic Tourer.

With Nexus, we stitched together a variety of techniques. The ‘inner worlds’ of the objects were a mixture of CG effects and stop motion ‘slicing’, and the exterior of the objects and driving sequences were shot in live action on location in Teruel, Spain.

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[our ECDs Tony & Kim show us just how vast the desert really is]

This spot, which has already been picked as Creative Review's Ad of The Week, will be supported by 60, 30 and 15 second spots on TV and video on demand, as well as print and digital media.

To celebrate this new campaign, Honda (UK) will be running a five-day Twitter competition, also launching on Monday 3rd February. A short hypnotic loop from the ad will be tweeted daily, each clip featuring a cleverly concealed word that relates to a great prize. Fans will need to find the hidden word and tweet it to @Honda_UK, using the hashtag #CivicTourer for the chance to win. Prizes include a camera, a department store shopping spree and a holiday for two. Keep an eye on the @Honda_UK Twitter account for more on the competition.

Welcome to the internet: 31st January

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Some internet.

If you're going to do one thing today.

Other than read the internet round up.

Obviously.

Download Flappy Bird. 

It's a hideously addictive game which has taken the internet by storm.

Although I can't be responsible for how angry it may make you.

You have been warned.

However.

What's interesting though is that it's been available on the App Store since May.

Yet now it's topping charts and having it's time in the spotlight.

Gladwell etc.

The internet is a funny place.

But there's a lesson to be learnt.

As much as the internet likes shiny new things.

I like shiny new things.

Everything and anything can have it's time.

So never write anything off.

Because it may still have its day in the sun.

17 reasons CAR magazine loves Honda

It all seems like only yesterday, but we first started working with Honda over a decade ago. Since then, we've made some ambitious (or perhaps downright crazy) ads together. You could even say that some of these turned out to be quite popular, like Cog, Grr and most recently Hands. This success is down to one simple truth – as a brand, Honda is built on a foundation of innovation, curiosity and imagination. And that pretty much sums up our ideal creative partner.

The cover story of the January issue of CAR magazine is '17 Reasons We Love Honda', and amongst those reasons is Honda's ads.

CAR p1

They even name-checked us and called our ads 'clever and memorable'. Thanks, CAR!

CAR p2

Speaking of Honda ads… meet us back here bright and early tomorrow to see our newest Honda campaign.  

an otter in our midst

Aussie-born W+Ker Lex Higlett is known for being a relentlessly cheerful yet fierce account director on Tesco by day, but she's equally accomplished in the hidden talent department – a true team player, if you will. Outside of Hanbury Street, our Lex is also an Otter (no, not one of these guys, the London water polo team).

This weekend, captain Lex led the team to victory at the British League with a "decisive blow". Here's a photo of the slightly damp but elated Otter team (Lex is the one with the big shiny chalice thingy and an even bigger smile).

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Congratulations, Otter ladies!

 

the benefit of youth

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On Tuesday, our managing director Neil joined Shaun Bailey, the Prime Minister’s special advisor on youth and crime, Kathryn Jacob, CEO of Pearl and Dean Cinemas, David McQueen, founder of youth leadership company Magnificent Generation and Oystercatchers managing partner Suki Thompson for the Oystercatchers Club Evening to discuss the challenges faced by youth today and how they engage with brands. 

A few of the insights arising from the panel's inspiring discussion:

  • Confidence [or a lack of] is the major issue affecting youth. Winning brands inspire, challenge and commit to helping build lives. McDonald’s is moving into youth job creation; 02 is working with local communities to build work skills
  • Our children have become sophisticated consumers very early on
  • Most views of the world are Western – that will change. Youth is tuning into China.
  • In a fragmented media world think entertainment, not advertising. Be useful. Be authentic
  • Brands do well when they blur the division between content, advertising, experiences, marketing and service [think YouTube, Amazon]
  • Brands committed to their own development are winning. Nike and Apple constantly reinvent to survive and thrive
  • Exposing your brand to social development is good for your bottom line

stop whining, do something

 

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W+K planner Jennifer Lewis has written a piece for Digiday about the industry and why we all need to stop whining and do something. Hear hear!

A couple of months ago, an article by Murat Mutlu appeared on Digiday called “Why Talented Creatives Are Leaving Your Agency,” and it touched a nerve in the industry. I saw it shared many times and picked up on other blogs, and all of the commenters were ecstatic: Finally, their all-too-familiar frustrations now had a voice. Since then, I’ve frequently found myself in the middle of this discussion with others, online and in person. And while this is exactly the kind of debate we should be having about the advertising industry, just pointing out what’s wrong is not enough.

It’s easy to blame agencies and the agency model, but the reality is that we each need to take responsibility for the situations we put ourselves in. So rather than ranting about what’s wrong with agencies, here is a list of a few ways people in advertising can help make the right career choices so they aren’t in situations where they are unhappy and frustrated.

1. Take responsibility for yourself.
The original article points an abstract and reprimanding finger at agencies: “You need to win these projects that push our boundaries, it’s down to you,” said Mutlu. But who is this fictional “you”? An agency is just a group of people. It’s us. So if we want to win projects that inspire us, the responsibility is on our own shoulders. The fact is, nobody wants to make bad work. Not creatives, designers, account teams, planners or clients. We all want to look good, so we have to find ways of doing that together. No one will hand you a carte blanche brief to just go do something “amazing.” If you feel like you’re missing opportunities, create them. Ask to be involved in other projects. Propose your own.

2. Believe in what your industry does.
We work in the advertising industry. We create advertising. If you’re not on board with that fundamental idea, you’re already in the wrong place. If you’re smart, you know that advertising can be bigger than just selling products. If you make work with a voice and point of view more ambitious than the product alone, you can start conversations with the community and, more important, contribute positively to culture. If you don’t believe advertising has a role in creating culture, don’t work in advertising; otherwise you’ll always be frustrated. If you only want to make films, or art, or stories or games in the abstract sense, go and do those things.

3. Work for someone who has the same values as you.
If you don’t share the same creative values as your boss or your boss’s boss, you’re at the wrong place. Find a place that shares those values. You might care more about salary, so go to an agency driven by commercial goals. You might care more about work/life balance, so go to an agency championed by someone who does too. Maybe it’s just down to the creative work, so find a place driven purely by that same ambition.

If you join an agency full of people who talk differently about their goals and ambitions than you, don’t be surprised that you feel alone and frustrated. Read their tweets. Read their blog. Ask around. What do those who are hiring you care about? What questions are they asking you? Are they the same things that matter to you the most? If not, don’t kid yourself.

4. Understand the realities of the workplace.
This is your job. You are here to work. Sometimes work is hard. Sometimes you have to compromise. Sometimes you have to work late. Sometimes you put a lot of time and effort into a project that falls flat. Sometimes you don’t get your way. That’s the reality of going to work. In every industry. Around the world. Since the dawn of time. As creatives, why do we deserve to be molly-coddled more than others?

5. Have some perspective.
In what other industry do you get to flex such a range of creative muscles? We get to do strategy, problem solving, user interaction, directing, photography, animation, copywriting, event management — the full bloody works.

We get to spend our days talking about what we find interesting in the world around us. We figure out how to apply that to the work we create. We get to talk about technology and business and politics and music and art and film and storytelling. We get to make something tangible and share it with the world. If we’re lucky, we get to make something people do actually give a shit about. Maybe that’s as simple as making them laugh, or it could get them to see the world from a new perspective, or take an action they otherwise wouldn’t. Sure, we’re not saving lives. But if that’s what you want, become a doctor. There are other industries to work in.

6. If you hate something, change something.
This industry is built by people. By us. Our future depends on us taking responsibility and finding solutions to the problems we face, not lamenting and pointing fingers. You can’t be upset that your agency isn’t taking risks and trying new things if you aren’t either.

Yes, old models will die. Old agencies full of lackluster talent will perish. Taking their place will be the new agencies or startups, or whatever you want to call them, that are driven by a united ambition to solve problems and create culture. They’ll be staffed by people who take responsibility for their futures, who believe in their product and believe in those around them.

Agencies aren’t dead. They’re evolving. If you want to come along for the ride, stop moaning and start moving.

Welcome to the internet: 24th January.

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Grab it here.

Never has there been such a good week on the internet.

Gonna put the the troubles of the week behind you and settle down to watch some YouTubes.

Give yourself a break.

You time. That's what you need. It's

Up to you how long you spend looking at them, just

Never let your manager catch you. Unless you're

Gonna claim it's research of course.

Let yourself go. Watch a year on Vine and think about how

You could be more creative sometimes. It's

Down to you to do it though. Although most people

Never stick to their resolutions. Anyway

Gonna finish this up and

Run. It's

Around time I did some more work

And got back to it. But don't worry, I won't

Desert you. I'll be back next week.

You better believe.

 

I tried, eh?

keeping it fresh…

We're keeping those pesky January blues at bay by taking on some sparkling newbies.

Alex Allcott1

A big welcome to Alex Allcott. She's joined us from our fabulous Amsterdam office to become an Account Manager on Cravendale and FUZE Tea. We've welcomed her into the London family with open arms.

Genevieve Sheppard

Genevieve Sheppard joins us as the latest addition to the Broadcast Department. We whisked her way from BBH where she had been for the last 3 years and before that she spent 5 years working in the documentary film industry both in London and New York. 

Dee

Dee is our final new recruit for this week. She has joined us as the Tesco team PA, following a little temping stint. Dee has revealed that when she worked at CH4 she enjoyed a romantic liaison (or two) with the comedy talent. She won't name names, but mark my word I'll get it out of her. To be continued…

Sumo Science and Sesame Street help save the world

Before they made the leap across to adland and joined us as a creative team a couple of months ago, Will Studd and Ed Patterson were already pretty well acquainted with our industry. As directing duo Sumo Science, they bring stories to life one frame at a time in stop frame animation, including a few ads cooked up under our own roof (the record-breakingly tiny and huge Nokia 'Dot' and 'Gulp' films). 

They recently wrote and directed a couple of films about recycling for Sesame Street with Blink Industries, which we think are rather charming. Watch them below and meet Recyclebot, and then get to sorting your plastics from your metals, stat.