DTDigital creates Civic Sounds online for Honda
Honda Australia has today launched the Civic Sounds online experience, created by Honda’s digital agency, DTDigital.
Civic Sounds is designed to invite consumer interaction with the new Civic, and to demonstrate the “clever thinking‟ that lies at the heart of the Honda brand.
Civic Sounds is a simple and harmonious interactive soundboard that’s built into the Civic’s online showroom at honda.com.au/civicsounds. With Civic Sounds, anyone can create their own music track using actual car sounds, from the “beep” of the Civic’s key reminder to the “vroom” of the engine.
Says Jason Deacon, associate creative director at Honda’s digital agency DTDigital: “Rather than simply browsing tech specs and features, we wanted people to interact with the Civic in a way that’s unique to them. To do this we worked closely with our creative technologist, developers, musicians, composers and sound engineers.”
Joel Bews, DTDigital’s lead developer on the project, said: “Simplicity can be one of the hardest things to build. For Civic Sounds, you can make some pretty cool music just by dragging your mouse across a basic sequencer.”
Australian band Bluejuice are Honda’s Civic Sounds ambassadors. They created their own Civic Sounds music track and a “making of” video about their experience.
Bluejuice will also judge the best composition, with the winner receiving a trip for two to the Fuji Rock 2012 festival in Japan. Jake Stone of Bluejuice said: “Honda Civic Sounds was fun to be involved with – in both making the ad and the track. The software is a great introduction to making tracks for people who are interested in music but have never played with multitrack software before.”
The Civic Sounds experience is a collaboration between Honda’s digital and media agencies, DTDigital and ZenithOptimedia, along with campaign partners including Draftfcb, newcast and MCM.
Honda marketing manager Kevin Lillie said: “Civic Sounds is a key part of the “Symphony in Motion‟ launch campaign for the new Civic. We wanted users to experience for themselves how the components of a Honda work together beautifully, and have fun doing it.”
Civic Sounds is supported by TV spots and integrations on subscription TV music channels, radio spots on MCM‟s The Hot Hits, promoted videos on Youtube and paid video distribution with The Video Network.
DTDigital credits:
Associate Creative Director: Jason Deacon
Senior Copywriter: Emma Park
Creatives: Andrew Grinter and Lee Spencer
Digital Strategist: Athan Didaskalou
Account Director: Brett de Niese
Producer: Charlotte Thickett
Senior Designer / Sound Engineer: Hamish O’Neill
Interactive Development: Joel Bews
Web Developer: Stefano Perfili Senior
Software Engineer: Nikola Janev
Zenith Optimedia credit:
Business Director: Simon Lawson
Account Director: Rachel Higgins
Draftfcb, Melbourne credits:
Creative Director: Mat Garbutt
Strategic Business Director: Stephen McLardie
Newscast credit: Head of Newscast: Vicki Connerty
MCM credit: Client Service Director: Matthew Anastasi
3 Comments
Pretty impressive sound mixer. Just laid a sweet track.
Didn’t know what to expect, but that was actually pretty cool.
New Honda Civic has been completely restyled. Highlights comprise gentle styling informs, enhanced fuel economy & more power for the Si makes and model. You had thought it ought to present more than merely a couple of delicate advances. Consequently we discover ourselves in an instead unusual point with the redesigned Honda Civic.