Honda is renowned for its reputation of engineering excellence, technology and reliability. But with our new campaign, launching today on YouTube, we want to bring to life Honda's other side, the side born from a racing heritage and thirst for innovation.
The all-new Civic Type R, the wild child alter-ego of the Civic hatchback, is a perfect embodiment of this other side. Launching next year, it promises to be the most extreme and high-performing model to wear the famous ‘Red H’ badge.
We built the campaign around a dual-sided 3-minute film: two parallel high-adrenaline tales, seamlessly mirroring each other. In the daytime, a father picks his daughter up from school in his white Civic and drives her to a surprise party. Night-time reveals the father’s other side – an undercover cop delivering a crew of art thieves to a police sting, in a head-turning red Type R.
We wanted people to feel Honda's other side as well as see it, so we dreamt up a technique that brings together both narratives through a simple interaction. With a press of the ‘R’ key, the viewer is given the power to drive the film, toggling between two parallel stories. It's a dramatic, heart-racing rush, a big gear shift between stories echoing the high octane rush of pressing the new Type R’s ‘R’ button to activate ‘Race Mode'.
The Other Side, starring 'A Prophet' actor Jean-Phillipe Ricci, was shot by acclaimed director Daniel Wolfe, the creative force behind award-winning commercials, music videos and the recent Cannes Film Festival highlight ‘Catch Me Daddy’. Music was scored by Bobby Krlic of The Haxan Cloak, and the interactive experience was developed with Stinkdigital.
We collaborated with Protein to kick off the campaign with an influencer and press launch event at their gallery space last night. Guests viewed the film in personal interactive cinema booths and got up close and personal with the Type R Concept car.
