Santa Monica, Calif., June 25, 2014 — RPA, a leading advertising agency headquartered in Los Angeles, has been awarded two Gold Cannes Lions awards in the Branded Entertainment category for its Project Drive-In campaign with Honda.
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 35,000 entries last year. RPA and Honda won a Gold Lion for best use or integration of digital or social media and for best integrated campaign. This is the second consecutive year that RPA and Honda have been recognized with Cannes Lions awards for videos produced at RPA.
Last year the agency and automaker were awarded a Cannes Lion for its "Monsters Calling Home" initiative in which Honda and RPA gave the L.A.-based band the surprise of a lifetime by getting them their unexpected big break as the special musical guest on ABC's "Jimmy Kimmel Live."
"With Project Drive-In we saw a problem that wasn't getting enough attention, came up with a simple idea with great storytelling potential and cultivated it to become part of the national conversation. The cool part for our in-house team is while most campaigns winning Cannes Lions awards have high production budgets, our campaign with Honda flourished by doing more with less," said Joe Baratelli, EVP, Chief Creative Officer at RPA. "We're proud to have worked with Honda to shine the spotlight on this movement to save such an iconic piece of American history."
Project Drive-In was a national effort sponsored by Honda to save as many drive-ins as possible, which were threatened by the end of 35mm film distribution potentially shutting down hundreds of drive-in theaters because of the costly switch to digital projection. It raised community awareness across the nation, supplying nine drive-ins with digital projectors and giving people easy ways to get involved and ensure that this historic part of American cinema and car culture lives on.
In addition to Cannes Lions, Project Drive-In has also won several notable awards such as The One Show, National American Advertising Awards (formerly the National ADDY Awards) and thinkLA Interactive Idea Awards.
To view the 2014 Cannes Lions International Festival of Creativity awards gallery, visit: http://winners.canneslions.com/2014/branded/index.cfm?award=2
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, digital and event marketing. RPA's client list includes American Honda, ARCO (digital), Delano Las Vegas, Intuit Small Business, La-Z-Boy, Farmers Insurance Group, Mandalay Bay Resort and Casino and pivot TV. For more information, visit http://www.rpa.com.