Leo Burnett Melbourne created a new campaign for Honda Australia for their CR-V Series II car.
With the tag line, ‘Go With It’, the communication aims to show that no matter where the roads lead the new model takes on the challenge.
Stephen Collins, Director, Honda Australia said, “The CR-V is a core model for Honda both globally and locally. With such significant upgrades made recently on the Series II range, we wanted to support this important model with a new campaign that taps into the fun and energy of the CR-V.”
Watch the campaign video:
The campaign is led by a 60 second TVC directed by Goodoil’s Hamish Rothwell and features the song ‘Howlin For You’ by The Black Keys. It tells the story of a young girl determined to replace her broken pink toy horse. Her father plays along with her solution to the problem and drives her and her brother to a ranch specialising in coloured horses. The daughter chooses a pink wild horse from among the herd. What follows is a race across the plains in order to catch the animal. The car helps in slowing the horse down to a stop so that the girl can pet it.
Commenting on the inspiration behind the campaign, Jason Williams, Executive Creative Director, Leo Burnett Melbourne said, “The idea came from the insight that having children is its own adventure and sometimes you have to go on a bit of a wild goose chase to appease the imagination of a young child.”
The TVC is being supported with an integrated campaign that includes cinema, outdoor, online, social and dealer communications.
Agency: Leo Burnett Melbourne
ECD: Jason Williams
Creatives: Joe Hill / Garret Fitzgerald
Senior Agency Producer: Cinnamon Darvall
Group Account Director: Chris Ivanov
Senior Account Director: Jaime Morgan
Director of Integrated Strategy: Ilona Janashvili
Production: Goodoil Films
Director: Hamish Rothwell
Executive Producer: Sam Long
DOP: Crighton Bone
Production Designer: Guy Treadgold
Casting: Catch Casting NZ / Mullinar's Sydney
Editor: Peter Sciberras Method Studios
VFX & Supervisor: Colin Renshaw (ALT VFX)
Sound Engineer: Sam Hopgood - SoundLounge
Sound Producer: Lizzie Haussegger – SoundLounge
Client: Honda Australia
Brand Comms Manager: Melissa Altarelli
Brand Comms Specialist: Sarah Tolliday
Brand Comms Coordinator: Megan McDermott