Here's the brand new campaign created by W+K Amsterdam for the European launch of the new Honda Insight – the first work to break since the agency's appointment last November.  The film below details the making of the 60" TV spot 'Let It Shine', detailing the complex physical production that went in to the shoot which included aerial footage of hundreds of Honda Insights.  The film is immediately followed by the ad.

This campaign marks the first in a series of products being advertised under Honda's new environmental brand platform 'Everyone Wants To Be Good' and was created by Zach Watkins, Craig Melchiano and Mark Sloan and was creatively directed by Jeff Kling, John Norman and Sue Anderson.

Some thoughts from Hemant:

Just about a year ago, we
were shooting a film in a studio located in the outskirts of Mumbai. It
wasn’t going according to plans and we got outside to get some fresh
air.
Three kids came by and we took some pictures. The little kid was
fascinated by the digital camera when we showed him. For about fifteen
minutes he marvelled at how he could see himself on the screen.

Then he got bored and moved along with his brothers.
We learn to be amazed, get familiar and be amazingly bored by technology in a matter of days, if not minutes.
 
A year on, technology has exploded in my life.
"Digital or die." That’s the catchy new mantra for the new age
advertising agencies. The business of advertising has changed and a lot
of us around the world have been left running, panting, exhausted in
trying to keep up with this rabid advance in technology.
Back home in the ad world of India, there is talk about digital.
Cautious talk. Some are trying to justify the analogue. Some do not
know what exactly to make of the new age.
But in November twitter showed us a glimpse of the future.
The twittering that happened during the Mumbai attacks was phenomenal
for two reasons. One for the revelation of how technology will work in
the future. And two, that it happened in India.
Here is a country where a massive percentage of the population doesn’t
even have access to basic food and education. And the remaining are
sucking the last drop out of the 156 kpbs juice. That twitter would
become big overnight because of those 4 days in Mumbai, is a topic
better googled than written about here.
 
The world truly has moved on. Back in the days, as they say,
advertising used to influence popular culture. What I have begun to
notice is a reversal. The people are beginning to influence
advertising.  How many times have we seen youtube videos rip offs by ad
agencies.
 
And while we grunt a few decibels of denial, thousands, if not millions
yet, people are twittering in India. Some updating their friends with
their bowel movements, but some using the technology for powerful,
meaningful purposes. Like this tweet I found from Wildlife SOS India.
 
We learn to be amazed, get familiar and be amazingly bored by
technology in a matter of days, if not minutes. And it will be
interesting to see how soon the ad world grunts off its denials and
embraces this new world. Before people get bored and move on to newer
things.