RPA and Honda Earn Cannes Lion Award

July 3, 2013

by
RPA

Santa Monica, Calif., July 3, 2013 ‐ RPA, a leading advertising agency headquartered in Los Angeles, has been awarded a Bronze Cannes Lion Award for its Monsters Calling Home work with Honda. RPA and Honda were also shortlisted for best use or integration of music, while RPA was also shortlisted for its campaign with the Newport Beach Film Festival.

The Cannes Lions International Festival of Creativity is the world's largest and most prestigious annual awards show and festival for the creative communications industry, with more than 34,000 entries this year. RPA and Honda won a Bronze Lion for best use or integration of user-generated content in the Branded Content & Entertainment category for "Surprising Monsters Calling Home." The Monsters Calling Home campaign was also shortlisted for best use or integration of music in the same category.

In addition, RPA was shortlisted for Long Format Internet Film in the Films Lions category for its Newport Beach Film Festival short film, "Mandible."

"Being recognized by one of the most prestigious awards shows in the world for two different campaigns is exciting, and shows RPA's dedication to great storytelling. In a competitive industry like ours, we've proven we're at the top," said Joe Baratelli, EVP, Chief Creative Officer at RPA.

As part of their "Honda Loves You Back" effort, Honda and RPA gave LA-based band Monsters Calling Home the surprise of a lifetime by getting them their unexpected big break as the special musical guest on ABC's "Jimmy Kimmel Live." This "Honda Loves You Back" effort recognizes this up-and-coming band's recent "Fight to Keep" video featuring the band recording, performing and shooting in the band members' Accord, CR-V and Fit. All the work was produced in-house by RPA's content-development creative and production teams.

"The Monsters Calling Home campaign is an expression of gratitude to our customers, a way to say thank you and share the conversation with them. The efforts of the Honda Loves You Back campaign communicates our ongoing commitment to our fans," said John Watts, Sr. Manager, Digital Marketing at American Honda.

As a result of their "Jimmy Kimmel Live" appearance, Monsters Calling Home went from obscurity to reaching #11 on the Billboard Folk Charts, and were the 43rd most-downloaded album on iTunes. They have since played their first headliner to a sold-out crowd and signed with Nettwerk Records to make their first album with producer Phil Ek, who has worked with indie bands Modest Mouse, The Shins and Band of Horses.

At the heart of this year's Newport Beach Film Festival campaign is "Mandible," a shocking short film determined to push boundaries that breaks away from the traditional 60-second format, evolving into a 7-minute showpiece that communicates the power of film, reminding viewers that film is merely particles of light, able to elicit a myriad of emotions.

To view the 2013 Cannes Lions International Festival of Creativity awards gallery, visit: http://www.canneslions.com/work/2013/branded/index.cfm?award=4

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, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit http://www.rpa.com