For years the Honda Dream Garage Spring Event has provided car shoppers with plenty of reasons to clear out their garages and make room for a new Honda (the best form of spring cleaning, if you ask us). As such, the “Dream Garage” has become a familiar thematic, serving to differentiate Honda’s spring sales event from those of its competitors.
Another unique component of the Honda Dream Garage Sales Event? It’s the only sales event in the calendar year to incorporate Honda products from its racing division. So, we wondered: How can we leverage the iconic Dream Garage in a way that also speaks to the racing spirit of Honda?
Put two and two together, and the end result is this year’s campaign, where we take our Dream Garage to a few unlikely locations—like the middle of a desert, for example—to show our featured vehicles performing to the limits of their capabilities, right alongside the Honda racing vehicles that inspired their creation. In doing so, we were also able to successfully reimagine the Dream Garage as the one place Honda vehicles thrive most: anywhere but a garage.
Cute animal videos and pictures of kids are just a couple of examples of posts we’re used to scrolling past on a regular basis. What we don’t see every day is the opportunity to get a great deal from the Honda Dream Garage Spring Event. We used this insight to not only translate the excitement of the Honda Dream Garage from TV to the social space, but also to create a visual gag that would truly get people to notice the event. We started with scenes that mimicked everyday content. After a brief misdirection, we surprised people when the entire post opened up like a garage door to reveal the real message: an invitation to take home a brand-new Honda from the Dream Garage Spring Event.