Racing has always been part of the Honda DNA, and that lineage extends to every Honda vehicle on the road. We developed the latest evolution of our “Racing at Heart” campaign to emphasize that connection specifically for our performance-motivated audience.
We launched the campaign through print and digital executions. The initial creative leverages Honda’s ultimate performance vehicles: the Civic Type R on the street and an Indy car on the track. Subsequent creative features the Ridgeline and its Baja desert-conquering counterpart. The digital elements reference the campaign in look and feel and immediately draw the eye with energetic animation that does a 180-degree flip into the final frame.
While the entire sport was on hold Honda wanted to keep racing fans engaged on social, so we first showed fans what Honda racers drive when they're off the track. Then we taught them some new things about the sport through a series of quick, high-energy videos that define different racing terms.