Honda Debuts New Short-Film Documentary for Corporate Brand Campaign

June 29, 2009

by
RPA

TORRANCE, Calif., June 29, 2009 – A new short-film documentary, "Dreams vs. Nightmares," breaks on Mon., June 29 at http://dreams.honda.com, as the latest installment in Honda's "DREAM THE IMPOSSIBLE Documentary Series." Launched in January, the "DREAM THE IMPOSSIBLE Documentary Series" is intended to speak to both the hearts and minds of consumers by endeavoring to reveal the essence of Honda's corporate philosophy in an intimate multimedia, interactive Web site. The campaign strategy was developed by RPA, Honda's longstanding agency of record.

"Dreams vs. Nightmares" was directed by Joe Berlinger, whose credits include numerous TV and documentary projects. Berlinger teamed with award-winning producers @radical.media to explore the tension between dreams and nightmares &emdash; both literal and metaphorical &emdash; and how they can be catalysts to act or think differently. Featured in the seven-minute film are observations from author, film director and artist Clive Barker; renowned leader in mind-body medicine, Deepak Chopra, M.D.; and Honda associates. Barker intuitively comments, "The waking dream is a kind of problem-solving."

"Our newest film is about seeing the opportunities and sharing the experiences of visionary leaders and Honda associates who are living their dreams &emdash; even when the challenges seem insurmountable. This approach is part of Honda's DNA, and we hope to inspire our customers to see the possibilities beyond the nightmares they may read in the news," said Barbara Ponce, manager of corporate advertising for Honda.

"Dreams vs. Nightmares" is the fourth installment of the "DREAM THE IMPOSSIBLE Documentary Series," which has received hundreds of press and online mentions since it launched. Two more films are in production and will launch in the coming months. The Web site, http://dreams.honda.com has surpassed target goals for site visitation and exceeded industry benchmarks of film completion rates and time spent on the website, with users watching the films in their entirety.

"People have responded very positively to the films in the DREAM THE IMPOSSIBLE Documentary Series. Many people have sent e-mails, or left comments on the dreams.honda.com web site, to let Honda know how the films have inspired them in some way. We've heard accounts of engineers, in other fields, showing the films to their teams as a motivational tool. And we've also heard that some educators are showing the films in their classes to inspire students," said Todd Carey, associate creative director at RPA.

The campaign targets 25- to 49-year-old adults with a youthful spirit, who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.

Online media will generate awareness for the campaign via a two-minute trailer, 30- and 15-second spots and will aid in creating buzz among consumers. Assets will run on sites including ABC com, CBS.com, TV.com and Hulu. Online media also features high impact units and sponsorships, such as unique page takeovers and pre-roll placements on Web sites that appeal to the target: technology, news and entertainment. Executions will run on ESPN360, Wired and Sony's Crackle.

On Xbox LIVE, the Honda Corporate spots will direct consumers to a branded Honda channel featuring the full-length documentaries and photo galleries.

Credits Film Chief Creative Officer: David Smith Copywriters: Todd Carey, Curt Johnson Agency Producer: Gary Paticoff Execuive Producers: Barbara Ponce, Jon Kamen, Frank Scherma, Frank Stiefel, Justin Wilkes Producer: Andrew Flakelar, Todd Carey, Curt Johnson Director: Joe Berlinger DP/Lighting/Cameraman: Andrij Parekh Editor: Joshua L Pearson/Outpost Digital Original Soundtrack: Q Department. Post Production: Outpost Digital Graphic Designer: Dave Dimeola, Chris Rubino Photographer: Davi Russo, Jima Atsushi Nishijima Interactive Chief Creative Officer: David Smith Executive Producer, Content: Gary Paticoff Creative Director/Art: Curt Johnson Associate Creative Director/Copy: Todd Carey Senior Art Director/Art: David Mesfin Senior Copywriter: Brenna Hajek Technologist/Flash: Jeff Siegal

About Honda Honda is the world's largest engine maker, producing a vast array of products, including automobiles, motorcycles, power equipment and, jet aircraft – all designed to advance mobility and improve the lives of people through continued innovations in technology and design. June 2009 marks Honda's 50th anniversary of doing business in America.

Honda Web site: http://www.honda.com Honda multimedia newsroom: http://www.hondanews.com Honda on YouTube: http://www.youtube.com/honda Honda on Twitter: http://www.twitter.com/alicia_at_honda

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency, 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.

About @radical.media @radical.media is a multi-platform integrated entertainment and media company that produces and distributes television, feature films, commercials, digital content and design. @radical.media has produced award-winning projects, including the Academy Award(R)-winning documentary "The Fog of War"; the Grammy Award-winning "Concert for George"; the pilot episode of the Emmy and Golden Globe-winning series "Mad Men"; the Emmy-winning "10 Days That Unexpectedly Changed America" for the History Channel; the critically acclaimed series "Iconoclasts" for the Sundance Channel; and the recent MTV documentary "Britney: For The Record," among many others. For more information, visit: http://www.radicalmedia.com.