‘Problem Playground’ campaign – Honda’s new project

Honda wanted to showcase its many engineering innovations and so decided to launch a brand new campaign which was developed by Wieden and Kennedy London. These engineering innovations that Honda has developed throughout its years in the industry aim to produce products that have less impact on the environment. Honda UK Communications Manager Ian Armstrong commented saying, “For the past few years our campaigns have told different stories about Honda. This campaign takes this to the next level and allows us to showcase some of the many environmentally focused technology innovations we have been developing since the 1950s, as well as some of our future products.” Sam Heath and Frank Ginger were the ones behind the campaign’s creative idea and what they did was to use a variety of popular puzzles and reworked them to portray Honda’s passion for solving problems. Hand-illustrated puzzles that are in the print and outdoor activity makes the viewer solve some simple visual teasers. With this, Honda is able to illustrate some of the various environmental products that the Japanese automaker was bale to develop over the course of 10 years. Of course, the automaker’s main focus remains to be its Honda Civic Hybrid. There are three radio spots which will be making use of the well-known tones of Garrison Keillor in order to present the philosophy of Honda which is “Why problems can be a joy.” Collective London developed and supports the bespoke micro-site of the campaign as problemplayground.com hosts a lot of puzzles and information regarding Honda’s range of environmental products and initiatives. The site has already gone live and visitors of the site will help build the homepage by completing a large puzzle. The visitors will each get a piece of the puzzle which should be placed on its correct location. By February 4, once the puzzle has been completed, ‘problem playground’ will present a variety of Honda products. It will make use of the puzzle to explain the technologies behind the innovative engineering achievements that Honda has developed over the years. Also on February 4, the finale of this campaign which is a TV ad will be launched. The Creative Director of Wieden and Kennedy, Kim Papworth, said, “This ad celebrates the optimism and ingenuity of Honda and the human way they approach environmental engineering.” The ad will also make way for the introduction of the new Honda FCX Clarity which is the first zero-emission hydrogen fuel cell vehicle to go into production. -autopartswarehouse-