Honda Type R on The Other Side
Honda has released The Other Side, a double-sided interactive story featuring the Honda Civic Type R and Civic, starring ‘A Prophet’ actor Jean-Phillipe Ricci, directed by Daniel Wolfe (behind Cannes Film Festival hit ‘Catch Me Daddy’) and scored by Bobby Krlic of The Haxan Cloak. Wieden+Kennedy London wanted people to feel Honda’s other side as well as see it, and so developed a technique that brings together both narratives through a simple interaction. With a press of the ‘R’ key, the viewer is given the power to drive the film, toggling between two parallel stories. It’s a dramatic, heart-racing rush, a big gear shift between stories echoing the high octane rush of pressing the new Type R’s ‘R’ button to activate ‘Race Mode’. See the interactive version at hondatheotherside.com
During 2015 Honda will launch the all-new Civic Type R – promising to be the most extreme and high-performing model to wear the famous ‘Red H’ badge – perfectly embodying this other side of the marque. As the film asserts, Type R is the wild child alter-ego of the Civic hatchback that customers know and trust.
The Other Side aims to bring to life these two sides of Honda by putting fans at the heart of a high-adrenaline dual narrative. The story unfolds in two parallel tales, one set during the day and the other at night. The daytime story sees a father picking his daughter up from school in his white Civic and driving her to a surprise party. By contrast the night-time narrative shows the father’s other side – an undercover cop driving a crew of art thieves to a police sting, in a head-turning red Type R. While very different in tone, the two stories mirror each other perfectly in their composition.
The Other Side opens with the Civic in the daytime, with titles prompting interaction as they roll. From here the viewer can switch between the Civic and the Type R narrative, simply by pressing the ‘R’ button on their keyboard. The effect is dramatic and heart-racing, a big enjoyable gear shift between stories echoing the sensation of pressing the new Type R’s ‘R’ button to activate ‘Race Mode’. A press of the ‘R’ key puts the director’s cut into the viewers’ hands, allowing them to switch in real time between two mirrored story lines. Through sound design and seamlessly matched scenes, you can’t help but feel the power of Honda’s other side.
The Honda The Other Side campaign was developed at Wieden+Kennedy London by executive creative directors Tony Davidson and Kim Papworth, creative director/copywriter Graeme Douglas, creative director/art director Scott Dungate, art director Tim Vance, copywriter Paul Knott, producers Lou Hake and Gemma Knight, digital producer Dom Felton, production assistant Tom Dean, agency executive producer Danielle Stewart, planning director Martin Beverley, PR director Marta Bobic, group account directors Paulo Salomao, Nick Owen, account director Alex Budenberg and account manager Cecelia Hund.
Print and OOH elements were designed by Simon Elvins, George Adams, Miles Niblett, art buyers Mark D’Abreo, with photographer Dean Rogers via Visuals Artists.
Editor was Tom Grove Carter at Trim with post producers Jemma Daniels and Harriet Crawley.
Interactive production was done at Stinkdigital by technical lead Arpad Ray, executive producer Jax Evans, line producer Rebecca Hudson and front end developers Alex Coady and Barnaby Sheeran.
Visual effects were produced at The Mill by VFX supervisor/3D lead artist John Wood, Flame artist Dan Adams, VFX executive producer Gemma Humphries, VFX assistant producer Claire Melia, shoot supervisor Eric Pascarelli, 2D lead artist Dan Adams, 2D artists Eileen Chan, Paul Wratten, James Pratt, Matthew Clarke, 3D artists Alan Williamson, Emeric Meissirel-Marquot, Arthur Larsen, Anthony Norman, Philip Maddock, Martin Jaeger, Vasilis Pazionis, with titles and graphics by Tom Pounder and Jon Harris (W+K Studio)
Sound was produced at Factory by sound designer/mixer Anthony Moore, mixer Tom Joyce and producer Raluca Anastasiu. Music, “The Other Side of Day/The Other Side of Night”, was composed by Bobby Krlic at Wake The Town with music supervisor John Connon.