This summer, Wieden+Kennedy have teamed up with Honda to launch ‘Ignition’, an out-of-this-world brand campaign.

During 2015 every model within Honda’s automobile line-up is new or refreshed, including the new HR-V and the hotly anticipated Civic Type R. This year has also seen the Honda Jet make its first commercial flight and Honda’s return to Formula 1.

No other company has the heritage of engineering across as many categories as Honda: automobiles, motorcycles, robotics, power equipment, aviation and racing. The mission of Ignition’s launch film is to dramatise Honda’s daring ambition, capturing the brand’s philosophy with the inspiring campaign line: “Dare to do the things others only dream of.”

Inspired by Honda’s daring spirit, the film pays homage to one of the boldest expressions of human curiosity and engineering endeavour; space flight.

Space travel-inspired iconography and cinematic details aim to capture viewers’ imaginations, from atmospheric photography to the same climatic classical music that was etched into the Voyager 1 probe’s golden record and sent to the outer fringes of the solar system.

Opening on Honda’s humanoid robot, ASIMO, the camera reveals a line-up of Honda products arranged on an impressive runway. The sky and sun are reflected in the road surface and the water below. Viewed from above, the formation mimics the familiar shape of a space shuttle or rocket.

Honda’s heritage is woven throughout the film. For example, the new NSX’s driver is captured, with a picture of an original 1991 NSX held in his hand. Eagle eyed viewers will spot a very special cameo from McLaren-Honda driver Jenson Button and recognise the voice of the late, great Ayrton Senna.

Ignition was shot on location on the Podilsko-Voskresenskyi bridge, Kiev, Ukraine by Aoife McArdle through Somesuch. Local production was supplied by Radioaktive. The film’s epic cinematic look was enhanced through SFX and post production by The Mill, and sound design was crafted by Factory. The film’s score was designed by science fiction film composer Walter Mair through SIREN, and features segments from Beethoven’s Symphony No. 5 and Mozart’s

Queen of the Night Aria; 2 tracks that feature on the Golden Record that Voyager took into outer space in 1977. Media was handled by Starcom MediaVest Group.

The film is additionally supported online through Honda’s websites where deeper stories on the ambition and challenges of the fleet can be found.

Mondelēz International has named Wieden+Kennedy London lead creative agency for its UK Maynards and Bassett’s accounts. The business was awarded after a competitive pitch and builds on the agency’s strong existing relationship with Mondelēz, whose North American Stride and Trident accounts W+K London has held since 2011 and 2014 respectively, as well as the global Halls business since 2013 and Trebor in the UK since 2014.

Across the Wieden+Kennedy network, W+K Sao Paulo holds the Mondelēz Lacta chocolate account, and W+K Amsterdam is the lead creative agency for its Milka brand. The Maynards and Bassett’s brands awarded to W+K London include Jelly Babies, Liquorice Allsorts and Wine Gums. Work will begin immediately across various ATL media channels, for release in 2016.

Tony Davidson, Executive Creative Director Wieden+Kennedy London, comments “We're looking forward to doing some great work for two great brands we've all grown up with. Not to mention even more treats to add to our sweetie jar”

Elisabeth Huelsmann, Snr Brand Manager at Mondelēz commented “We are delighted to be working with W+K on Maynards and Bassetts . They have done some outstanding work on other Mondelez International brands and we can’t wait to see the exciting new creative.”