One actor plays eight different roles in Honda HR-V’s latest campaign via Leo Burnett, Melbourne
The HR-V with its magic seats has been touted for years as the versatile SUV that easily transforms to suit different lifestyles. The new campaign created with Leo Burnett Melbourne and Zenith goes one step further, giving a sneak peek into those different lives.
The campaign sees one actor take on eight different roles based on eight different real-life stories. Each is brought to life by young female actor, Krew Boylan, in a tongue in cheek play on the ‘interchangeable 20-something’ women often depicted in the small SUV category. The actor and the HR-V may stay the same, but each spot is completely different, with Boylan transforming into a new and interesting persona every time.
The move came after initial insights from customers showed a craving for something that reflected them more authentically and differed from the generic 20-somethings in the prime of their lives, driving through city streets listening to music or sipping lattes.
It is an evolution of the 2017 brand campaign and purpose ‘You are at the centre of everything we do’.
Says Scott McGregor, general manager, customer and communications, Honda: “We were determined to demonstrate the human, personal side of car ownership and set ourselves apart in the category. This launch showcases how the HR-V stands out as different, by fitting into your unique life.”
To create the campaign, hundreds of real stories were gathered from Honda drivers across Australia. Some funny, some downright weird (who knew so many people proof bread in their car?). Some of the best, including hoarders of hard rubbish, mid-afternoon snoozers and ingenious dog owners were among those chosen to be immortalised.
Says Jason Williams, CCO, Leo Burnett: “We wanted to tap into real-life, relatable stories about how people use their cars. The sometimes unglamorous, insightful, funny moments. We knew that if we could bring them to life in an engaging way, we could make Honda feel more relatable and more human.”
‘As different as the people who drive it’ defined the entire strategic approach of the HR-V through to media, with the eight stories becoming the basis for a sophisticated content journey that matched individuals’ interests with relevant HR-V features. Smart utilisation of a comprehensive campaign ecosystem including TV, social and digital drives 50+ permutations of the campaign. Through deep research and data collection, a potent and highly targeted media program was then formed with Honda’s media partner Zenith. A continuous Test & Optimisation strategy will constantly iterate and shape the program ongoing.
Client: Honda Australia
General Manager, Customer & Communications: Scott McGregor
Brand Communications Manager: Ben Familton
Brand Communications Specialist: Sarah Tolliday
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Creative Director: Blair Kimber
Creatives: Lucy Logan and Holly Burgess
Director of Integrated Strategy: Ilona Janashvili
Integrated Strategist: Tallon Mason-Kaine and Zac Martin
Broadcast Producers: Cinnamon Darvall, Bridget Materia and Sophie Simmons
Director, Client Services and Solutions: Tim den Braber
Group Account Director: Jaime Morgan
Account Director: Jacquelyn Whelan
Digital Creative Director: Chris Jovanov
Lead Digital Designer: Matthew Caminiti
Social Editors: John Angless and Matt Cahill
Producers: Nick Baum and John Trifonopoulos
Photographer: Alexander Stoeckel
Retoucher: Adrian Garofalo
Production: Rabbit Content
Director: Lachlan Dickie
Producer: Megan Ayers
Executive Producer: Alex Hay and Lucas Jenner
DOP: Shelley Farthing-Dawe
Post Production
Editor: Bernard Garry – The Editors
VFX & Supervisor: Vivienne Baker
Post Producer: Charlotte Griffiths
Sound Engineer: Ramsay De Marco – Nylon Studios
Soundtrack: Annie Lennox and David A. Stewart (Sweet Dreams)
Composer: Jesse Watt
Music Producer: Karla Henwood – Nylon
Music Supervision: Chelsea Ramsden – Nylon
Media: Zenith
Strategy Director: Simon Schoen
Group Business Director: Katrina Stratton
Account Director: Philippa Butler and Michael Smith
Optimisation Manager: Tristan Shearer
16 Comments
Lucy and Holly are killing it right now
nice work, good for a laff!
That’s funny as. Nice insight too. Is that Wilf Sweetland in the car?
These are really nice. Hopefully also backed up by a smart media strategy so you see a variety as the idea kinda relies on it. Can’t help but feel a big old fashioned 60″ would have helped too, especially for a brand like Honda.
This is awesome. Great work.
This is good
Sad!
Cause he’s dreamy and these spots are awesome and really well-written.
Well done x
Refreshing, fun and true.
So you watched me in ‘Manifesto’…
American Airlines want their idea back
Is blatantly ripping the work of Julian Rosefelt really that “creative” or an “idea” at all? Haha.
Maybe I’m not seeing the message immediately, but if the ad is saying that they aren’t the same, but the visuals are showing they are the same, are they the same or not the same? Or same same, but different? But still the same?
I didn’t like it. Women dressed as men? That make-up was atrocious. Seriously? Couldn’t you have hired more actors?
Hyundai UK?
https://www.youtube.com/watch?v=45YpKoMB_Os&pbjreload=10
Unoriginal rubbish. Get it off my tv.