Responses by Carlos Alija and Laura Sampedro, creative directors, Wieden + Kennedy
Background: The Honda Civic is a great, distinctive car in a very competitive category. However, despite its many loyal fans, it isn’t on some people’s radar. So, our goal was to get noticed, build desire among a younger audience and accentuate its distinctive style and personality. Our targets were potential buyers who like cars and driving, know their stuff and want something more unique.
Reasoning: The Civic stands out from the crowd, with strong design and a sportier drive, made for those who don’t follow the herd. The one-minute spot “Where Different Takes You” connects with that sentiment and encourages drivers to trust their instincts, avoid well-trodden paths and dare to be different. The idea of a path that was created from scratch as someone spoke about the meaning of behaving differently captured our imagination. We have seen dynamic typography following someone’s speech before, but we thought that it would be a very Honda thing if we could engineer a real road and a trip where those popping words had a physical presence—words and ideas that created unexpected paths, pushing the boundaries of a Civic driver.
Challenges: This was untrodden territory for all involved. It was an ambitious undertaking to bring the concept of a car driving on a road and a world built from huge words to life. Creating the world, timing and synchronizing the content came with their challenges, but the directors and their VFX teams did a fantastic job.
Favorite details: The union of sound design and type makes the film as captivating and as mesmerizing as we hoped it would be. We were aware of the importance of the tone of voice and didn’t want it to come across too grand or elevated. We got in touch with London rapper and artist Kojey Radical, who brought a very personal take on our words. We feel that every frame has been very considered and is eye-catching.