Honda Hot and Cold Testing Civic Extremes
Honda Motor Europe has launched “Hot and Cold”, a new multi-channel campaign celebrating the Civic range and Honda’s unparalleled dedication to thorough testing. The campaign is based on the idea that ‘there’s testing, then there’s Honda testing’, showcasing the dramatic lengths the manufacturer will go to when testing their vehicles, specifically the Civic model. At Honda’s European manufacturing plant in Swindon UK, they test the cars to the extreme in a specially controlled climate chamber from -30’c to +80’c conditions.
Activity is led by a 30” film, which brings to life the extreme environments the Civic is subjected to during testing – from ice cold to extreme heat – by encasing the car in ice before slowly melting it away against a changing backdrop. The ad is further supported by a 10” online film and print executions. A rich media ad will feature an interactive version of the film, allowing the user to change the temperature of the ad and watch the environment change in response.
The Honda Hot and Cold film features a Civic frozen to sub-zero temperatures. Over a 5 hour sequence, the production team watched the car and snow-covered set melt, filming 200 takes of the process on a motion control rig. The biggest challenge came in the form of stitching together the takes to achieve an in-camera melt/freeze effect. MPC’s team developed a technique that enabled them to navigate intuitively through hundreds of motion control takes, giving the director and creative team full creative control over the rate at which the car and floor was melting/ freezing. MPC’s 3D team enhanced the scenes to augment the snow-covered environment, turning a skeleton into a snowman and a cactus into conifers.
The Honda Hot and Cold campaign was developed at Wieden+Kennedy London, by executive creative directors Tony Davidson and Kim Papworth, creative directors Scott Dungate and Graeme Douglass, copywriter Chris Lapham, art director Aaron McGurk, producer Sally Miller, agency executive producer Danielle Stewart, group account director Paulo Salomao, account directors Alex Budenberg and Lex Higlett working with Honda marketing director Dean Hayward.
Editor was John Smith at Whitehouse Post with producer Dionne Archibald.
Post production was done at MPC by VFX Supervisor Carsten Keller and Flame artist Adam Crocker.