Honda Living With Robots
Honda has launched “Living With Robots”, its sixth short film in the Dream the Impossible series, at the Sundance Film Festival and at dreams.honda.com. The film looks at mobility through stories on one of Honda’s most challenging dream projects – ASIMO, the world’s most advanced humanoid robot.
Living with Robots investigates humankind’s keen interest in robots and how robots can challenge the impossible by saving lives while also holding the promise to become more integrated and helpful in daily life. The film highlights Honda’s ASIMO (Advanced Step in Innovative Mobility), the world’s most advanced humanoid robot, and the company’s commitment to researching and developing bipedal mobility and how the research improves technologies across the company. “Star Trek” and “Transformers” screenwriters Roberto Orci and Alex Kurtzman, academics, philosophers and several Honda associates and engineers are featured in the film.
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Within the Festival hub off Main Street at the Honda display tent, attendees can experience the Honda brand and Honda’s advanced products, by viewing “Living with Robots” and getting a sneak-peek at the all-new 2011 Honda CR-Z sport hybrid coupe, while also checking out the zero-emissions hydrogen-powered Honda FCX Clarity fuel cell electric vehicle.
To generate momentum and interest beyond the Sundance Film Festival, “Living with Robots” will be supported on cable and online. “Living with Robots” will be promoted throughout http://www.sundancechannel.com, and 15-seond trailers will run on the Sundance Channel video-on-demand. The 90-second “Living with Robots” trailer will appear in theaters throughout the United States in January.
A sponsorship of TNT’s limited-commercial-interruption movies includes custom-produced tune-ins co-promoting upcoming TNT movies and “DREAM THE IMPOSSIBLE” films and placements of 90-second and 2-minute trailers of the films.
Honda will continue to showcase all of its documentary series trailers during ESPN’s “30 for 30” film series, a weekly documentary series to celebrate ESPN’s 30th anniversary and features 30 films from some of today’s finest storytellers.
Syndicated online media will drive traffic to dreams.honda.com and will aid in creating buzz among consumers. “Living with Robots” units will run on relevant Web sites that appeal to the target, including technology, news and entertainment. The 90-second trailer will run on ABC.com and Hulu full episode players.
The campaign targets 25- to 49-year-old adults with a youthful spirit, who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.
The film was developed at RPA by chief creative officer David Smith, copywriters Todd Carey and Curt Johnson, agency producer Gary Paticoff, executive producers Barbara Ponce, Jon Kamen, Frank Scherma, Frank Stiefel, Justin Wilkes
Original soundtrack was composed and produced at Q Department.
The interactive campaign was developed at RPA by chief creative officer David Smith, executive producer for content Gary Paticoff, creative director/art director Curt Johnson, associate creative director/copywriter Todd Carey, senior art director David Mesfin, senior copywriter Brenna Brenna Hajek, user experience lead Alex Yra, technology director Scott Westerfield, technologist/Flash artist Jeff Siegal.