Cannes Lions

HONDA DIESEL

WIEDEN+KENNEDY, London / HONDA / 2005

Awards:

1 Grand Prix Cannes Lions
1 Gold Cannes Lions
Film
Film
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Overview

Entries

Credits

Overview

Description

Can hate be a good thing? Honda 'Grrr' sets out to prove just that. A tranquil world is invaded by flying, dirty old Diesel engines. However, the population get angry and even, using their hate for the better, destroying every last one. Finally, they herald the brand new Honda Diesel.

Execution

The campaign launched with a bang that exploded into lots of media. The intention was to hit people with a wall of communications, designed to surround them with a world of positive hate. Two minute radio spots established the song and got the nation whistling. A ninety second film – first on cinema, later on TV – gave the song the context of an epic visual landscape. A viral game tickled people into visiting a microsite, where the detailed diesel story was showcased. Interactive TV, press and sticker postcards then encouraged further interaction with Honda's belief in the power of positive hate.

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