Honda is launching the new hybrid car, the Insight, with “Let it Shine”, an integrated advertising campaign designed for Europe, the Middle East, Africa and the Russian region. The theme ‘Everyone Wants to Be Good’ is introduced alongside the iconic ‘Honda Eco’ flower – a visual cue to the ‘Eco Assist’ system within the Insight which encourages and rewards efficient driving.
The advertisement opens on what appears to be the world’s largest LED screen displaying an animated sequence of simple dot matrix graphic stories that depict the notion of ‘good’. The animations show hugs and kisses, frowns turned into smiles, and general goodwill – all aiming to convey people’s inherent wish to be good. As the animation plays it is slowly revealed to the viewer that it is actually being created entirely by the headlights of hundreds of Honda Insight cars. The spectacle is set to a bespoke recorded version of ‘This Little Light of Mine’ created by Berend Dubbe.
Click on the image below to play the video in YouTube (HD)
Director Erik van Wyk was committed to filming as much as possible on site, using a camera high above a block of cars. In the end, although the team discovered that the idea was logistically feasible, they were concerned about the carbon footprint that a shoot of that magnitude would leave. After doing the work to see what was possible W+K and Honda made a conscious decision to look at a more environmentally friendly alternative. The result was a fusion of modelling software for animation, a small number of Insight vehicles for scale and a few hundred Insight headlights. The vehicles and headlights were precisely spaced and wired together while a specially created computer program created the two separate halves of the animations. These animation halves were subsequently married together in post-production.
This approach allowed the team to greatly reduce the carbon footprint of the shoot. To further limit carbon output they relied on vehicles already located in South Africa, grouped shipments of props and lights as much as possible, and mandated group transportation of personnel to and from shoot. For further good measure, the shoot’s carbon output that could not be prevented was entirely offset through carbon credits purchased through the Carbon-Neutral Company’s Unity Portfolio.
Click on the image below to see the ‘behind-the-scenes’ video in YouTube (HD)
The Let It Shine campaign was developed at Honda Motor Europe by Chris Brown, head of marketing, and Ellie Tory Marketing Communications Executive, and Gemma Sibley, European Brand Executive.
The campaign was developed at Wieden + Kennedy Amsterdam by executive creative director Jeff King and John Norman, creative director Sue Anderson, copywriter Zach Watkins, art director/animator Nacho Guijarro, art director Craig Melchiano, head of broadcast Corey Bartha, agency producer Erik-Jan Verheijen, associate agency producer Ross Plummer.
Filming was shot by director Erik van Wyk via Bouffant, with executive producer Melina McDonald, line producer Chris Reed, line producer/assistant director Graham Hickson, director of photography Timothy Pike. Light design was done by Tim Dunn from Gear House.
Off line editing was done at Upstairs Post, Johannesburg, by editor Kobus Loots and producer Michelle Barrow.
Online work was done at Black Ginger, Cape Town, by head Flame artist Marco Raposa de Barbosa, Flame artist Pheng Sisopha, 3D artist Neilan Naicker, and producer Gabriella Harris. Grading was done by Craig Simonetti.
Music was composed by Berend Dubbe and Gwen Thomas.
Sound was designed by Rens Pluym at The Ambassadors.