Honda needed a restart and was losing market share to the traditional culprits:
consumer indifference, stronger competition, and traditional advertising’s
ineffectiveness. Honda needed to deliver a creative idea that could tell the story of
Honda Civic’s drastic new redesign. A milestone for the brand.
Honda quickly admitted they were missing the mark on millennial-centric design and asked us to create an actual thing, NOT just an ad.
The insight hit us: getting your first Civic marks the beginning of a journey forward for our aspirational urban target. We looked at the data and our hunch was confirmed – fashion and street culture was the platform to target and build from.