TORRANCE, Calif., Jan. 21, 2011 ? As part of the "DREAM THE IMPOSSIBLE" Documentary Series, today Honda debuted its eighth short-film documentary, "The Undying Dream," at the Sundance Film Festival. Honda's more than 844,000 Facebook fans, as well as its YouTube channel viewers, will also get a sneak peek of "The Undying Dream" today.
"?The Undying Dream' is about finding your unique strengths and talents and having the passion and resilience to commit to your calling," said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc. "The Sundance Film Festival is the ideal venue to present Honda's new film, as the Sundance Institute and Honda both encourage an independent spirit, taking risks to bring forth bold ideas, and realizing the power of your own dreams in the process."
Directed by Ondi Timoner, the only filmmaker to twice win the Grand Jury Prize at the Sundance Film Festival, with producers @radical.media, "The Undying Dream" brings to life a Honda corporate principle ? the challenging spirit. This spirit is demonstrated in Honda's quest to pursue and achieve impossible dreams, which has led to the creation of innovative products that enhance human mobility and advance environmental consciousness.
"For our newest film, ?The Undying Dream,' we had the opportunity to interview some truly amazing and inspirational people ? Laird Hamilton, professional surfer; Ashley Fiolek, pro Motocross racer; Jeremy McGrath, Supercross champion; Takanobu Ito, president and CEO, Honda Motor Co., Ltd., and other Honda associates ? who discuss their passion for achieving their dreams while realizing there's always a new goal coming up right behind it," said writer and producer Todd Carey at RPA, Honda's longstanding advertising agency of record.
"The Undying Dream" will screen at the "Honda Power of Dreams Experience," an interactive venue showcasing unique Honda products highlighting innovation, environmental leadership and advanced technology. In the exhibit, Honda will conduct demonstrations of the world's most advanced humanoid robot, ASIMO, as well as display some of the company's innovative products, such as the Honda FCX Clarity, a cutaway of the Honda CR-Z Sport Hybrid, a 12-foot scale model of the HondaJet, and Honda motorcycle products, including an interactive motorcycle rider safety and training simulator. The "Honda Power of Dreams Experience" is open to the public free of charge Fri., Jan. 21, through Wed., Jan. 26 from 10 a.m. to 5 p.m. "The Undying Dream" will be shown every hour on the half hour starting at 10:30 a.m.
Beyond the Sundance Film Festival, "The Undying Dream" will be supported in-theater and online. Spots of either 90 or 30 seconds will be featured on the YouTube masthead and full-episode players. The full-length film and corresponding 90-second trailer will also air on TiVo.
Launched in January 2009, the "DREAM THE IMPOSSIBLE" Documentary Series is intended to speak to both the hearts and minds of consumers by revealing stories of Honda's corporate philosophy at work through an intimate multimedia, interactive website.
The campaign, developed by RPA, 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.
Credits Film Chief Creative Officer: David Smith Writers: Todd Carey, Curt Johnson Agency Senior Producer: Isadora Chesler Executive Producers: Barbara Ponce, Gary Paticoff, Jon Kamen, Frank Scherma, Frank Stiefel, Justin Wilkes Production Company: @radical.media Producers: Liz Bradley, Todd Carey, Curt Johnson Director: Ondi Timoner DP/Lighting/Cameraman: Andrij Parekh Editor: Ting Poo/Outpost Digital Original Soundtrack: Q Department. Post Production: Method Studios, CD/Flame Artist: Claus Hansen Telecine: Co3, Artist: Siggy Ferstl Graphic Designer: Dave Dimeola Photographer: Davi Russo
Interactive Chief Creative Officer: David Smith Executive Producer, Content: Gary Paticoff Senior Producer, Content: Isadora Chesler Creative Director/Art: Curt Johnson Associate Creative Director/Copy: Todd Carey Senior Art Director/Art: David Mesfin Senior Copywriter: Brenna Hajek User Experience Lead: Alex Yra Technology Director: Scott Westerfield Technologist/Flash: Jeff Siegal
About Honda As a company devoted to the advancement of human mobility, Honda's innovative research and development efforts during the past decade have yielded such diverse outcomes as humanoid robotics, walking assist devices, HondaJet, fuel cell electric vehicle technology, thin film solar cells, increased rice crop yields and functional nano-materials ? in addition to the design and development of automobiles, motorcycles and power equipment products. Based on its belief in the value of technology to address the needs of society, it is Honda's mission to develop products that anticipate and satisfy the evolving needs of its customers while meeting society's demand for cleaner, safer, more efficient and sustainable means of transportation and human mobility. Honda News & Views: http://www.honda.com/news Honda Multimedia Newsroom (For Media Only): Honda on YouTube: http://www.youtube.com/honda Honda on Twitter: http://www.twitter.com/americanhonda Honda on Flickr: http://www.flickr.com/hondanews Honda Web Site: http://www.honda.com
About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. 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, California Department of Public Health, La-Z-Boy, Farmers Insurance Group, Mandalay Bay Resort and Casino, Luxor Hotel and Casino, and Excalibur Hotel & Casino, and it is the media planning and buying agency for Metro-Goldwyn-Mayer and Lenox Financial Mortgage. For more information, visit http://www.rpa.com.
About @radical.media @radical.media is a global transmedia company that creates some of the world's most innovative content. The company produces and distributes television, feature films, commercials, music programming, digital content and design. @radical.media has produced award-winning projects, including the Academy Award?-winning documentary The Fog of War; the Grammy Award?-winning Concert for George; the Independent Spirit Award-winning Metallica: Some Kind of Monster; 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 more recently, Master Class, for Oprah's new channel OWN, and the documentary Summit on the Summit for MTV. The company is currently in production on programs for HBO, MTV, Discovery and OWN. www.radicalmedia.com