| Golden Drum 2013 | ||
|---|---|---|
| Film | Automotive | Silver Drum |
Campaign name: Not Honda
Year/ID: 2013 / A_06_004_G13
Group: A. Film (television, cinema & online)
Subgroup: 06. Automotive
Award: Silver Drum
Product and services: Honda Civic
Entry Series: Not Honda
Registrant: McCann Erickson
Country: ISRAEL
Brand name: Honda
Advertising agency, city: McCann Erickson /Tel-Aviv
Art director: Kfir Peretz, Gal Porat
Executive Creative Director: Sigal Abudy
Copywriter: Asaf Zelicovitch, Yiftach Chozev
Account Director / Manager: Raanan Bodeniuk, Adi Oren, Adi Goldberg
Strategic Planner / Strategist: Roni Arison
Production Company: Rabel Films Ltd.
Director: Lior Har-lev
Creative idea explanation:
In recent years, the Israeli automobile market was filled with brands such as Hyundai, Ford and Kia that offer lower prices for a reasonable car. Eventually consumers lost interest in Honda, and the brand was severely damaged. The brief: Honda is superior to all other brands in its category. Our solution: Grouping the competitors and creating a new unattractive brand name for them: NOT HONDA The campaign was summed up under the creative concept: If it's not Honda, it's just NOT HONDA. Showing that there are only two kinds of cars in the world: Honda, and all the rest...