RPA Wins Multiple Beldings, Including Sweepstakes Award for the Civic Musical Road

April 17, 2009


Santa Monica, Calif., April 17, 2009 — RPA, a leading independent advertising agency on the West Coast, received multiple industry accolades during last night's 43rd annual thinkLA Belding Awards, the largest awards show on the West Coast. The agency took home the biggest award of the night, the Sweepstakes Award, for the Honda Civic "Musical Road." Plus three other Belding Bowls, for the Acura MDX "Motion" commercial, the Honda Fit Integrated Campaign and another for the Honda Civic Musical Road.

The Beldings Sweepstakes winner, also referred to as "The Civic Project," featured a 30-second and 60-second television executions, longer-format Web documentary videos, print, and an online game. More than a just an ad campaign for the Honda Civic, it was a destination? a road in Lancaster, Calif. where musical rumble strips played "The William Tell Overture" (aka The Lone Ranger theme song) when driven over by motorists at 55mph. It attracted worldwide publicity and became an Internet phenomenon.

"I am thrilled with RPA's tremendous achievements for all of our clients," said David Smith, EVP, Chief Creative Officer. "Great work comes from talented people, and equally talented clients, who believe in collaborating to develop breakthrough ideas that take advantage of the dynamic media landscape."

RPA was also a Belding Finalist and awarded certificates for the following executions:

  • Consumer Newspaper Advertising: Acura, "Weather"
  • Television Commercial: American Honda Motor Co., Inc., Pilot "Bison"
  • Television Commercial: American Honda Motor Co., Inc., Pilot "Ballooning"
  • Television Commercial: American Honda Motor Co., Inc., Fit "Defense Mechanism"
  • Television Commercial: La-Z-Boy Incorporated, "Employee Discount"
  • Television Campaign, Acura: TL "Bullet," "Dive," "Fist"
  • Interactive Advertising—Single Online Advertising Unit: American Honda Motor Co., Inc., Ridgeline "Meets Dog"
  • Interactive Advertising—Microsite/Web site: American Honda Motor Co., Inc., "Fit World"

RPA's David Smith chaired the 43rd Annual thinkLA Belding Awards, which honor the best advertising produced by Los Angeles and Southern California agencies as judged by a panel of peers from across the country. Winners received accolades for outstanding work in the categories of broadcast, print and interactive.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.