Cannes Lions

ENVIRONMENTAL AWARENESS

WIEDEN+KENNEDY, London / HONDA / 2008

Film
Film
Film

Overview

Entries

Credits

Overview

Description

Doers do things to make things better. The purpose of this film is to encourage everyone to be doers. To tell people about the little things that we can all do to help the environment. It explains the eco innovations that Honda have worked on over the years and what they¹re doing for the future. A little Honda car leads us through a bizarre landscape passing places and characters which help tell the story until he arrives in the land of do. But of course he carries on going, after all he¹s a doer, and he has to keep doing.First aired in Honda Dealerships.

Execution

Problem Playground was launched initially with the outdoor, press and radio. Setting up the idea of solving problems and Honda's philosophy towards problems. A teaser website went live that encouraged people to fill in a piece of a jigsaw puzzle to build the website that launched 2 weeks later with the TV. Problem Playground was launched fully on TV and virally, starting with a 90' with three 30' spots following. A second burst of outdoor and print also supported the TV, a 20' film of the logo being built ran as a transvision site in stations across London, digital and printed escalator panels ran stations around London and 7 special build sites were erected, looking like a giant slider puzzle the poster sites solved themselves over 4 weeks.

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