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Home / Digitas UK Creates Sequel to High-Octane Animated Film Showcasing Honda’s Return To F1’s Success

Digitas UK Creates Sequel to High-Octane Animated Film Showcasing Honda’s Return To F1’s Success

Digitas UK has created a high-octane sequel to the acclaimed ‘Powered By Honda’ film released in April earlier this year, to promote Honda’s return to success in Formula One in the run up to the Japanese Grand Prix.

The new animated film celebrates Honda’s endless race by showcasing some of the key moments from Mexico 1965 to the 2019 Suzuka circuit. These have been brought to life through the stories of the best laps, moments, cars and engines in a blend of anime-style animation and real F1 footage featuring Honda legends such as Richie Ginther, Ayrton Senna & Jenson Button.

The brief was to create excitement and buzz around Honda’s trip to Suzuka for its home race, the Japanese Grand Prix; and to celebrate its history, with one eye ahead to the future and to capture the message: no matter what the era or who the opponents, Honda constantly strives to be the best - every lap.

Masashi Yamamoto, Managing Director, at Honda states, “This video summarises Honda’s time in F1 and shows just why the sport is part of our company DNA. We have enjoyed some success with the two Red Bull teams this year and there’s been real enthusiasm from our fans. Let’s fight together to repay their support with a great result in Suzuka.”

The ‘Powered by Honda’ positioning - a strapline made famous following a string of racing successes for Honda in the 80s and 90s - is brought to life in this sequel film which uses the same, distinctive aesthetic, by Mainframe. This reflects both Japanese animation conventions and Honda’s own iconic colour palette of white, black and red. It marries the visceral sounds of Honda engines with a propulsive music composition, inspired by traditional Japanese Taiko drumming. Real footage, supplied by Formula One, is also interspersed throughout.

The 60” hero film launches on Tuesday 8th October in the UK on YouTube, Twitter and Instagram. A 30” film will run across Japanese TV and a 15” will play in Instagram stories. A 60” film will also be launched in China. A series of shorter 15-second videos have also been created.

The campaign highlights the partnership with Scuderia Toro Rosso and Aston Martin Red Bull Racing.

Executive Creative Director: Peter Drake
Creative Lead: Jonny Palmer
Art Director: Ryan Timms
Copywriter: Lucy Green
Strategy Director: James Whatley
Client Director: Jared Howe
Client Lead: Clementine Clough
Agency Producer: Emma Gilbert
Sound Design: Strings & Tins
Director/Production Co.: Mainframe
Producer: Philip Archer
Lead 3D editor: Jonathan May
3D artists: Duncan Tune, Marcus Fernandes, Roger Chiaw, Nick Lyons, Richard Payne, Diogo Dias

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With Brooklyn’s Fort Greene neighborhood as the backdrop, Ilana pounds the pavement – or at least considers it – in the campaign, which is playing digitally across Nike’s social channels. With only a couple of hours to capture each spot, together Megs and Shamus and Marielle provided Ilana with solid scripts and the freedom to do what she does best - improvising and adding her distinctive Ilana voice to everything.

Keeping things bouncy and fun, Glazer's quest to track down the meaning of the “runner's high” is the perfect vehicle for her cheeky sense of humor. In “Beads vs. Balls,” Ilana spectates from her stoop and attempts Step One: Make contact with runners. In the follow-up film “What’s in it for me?,” she asks crucial questions and considers the lesser-known benefits of running, from carbo-loading to having an ever-ready excuse to cancel plans. In the centerpiece spot “Runner’s High,” Ilana laces up to make the transformation from cautiously curious to Joyride convert.

Megs and Shamus’ non-traditional approach to the creative was steered by the audience they wanted to speak to with these ads - the skeptical and running-averse crowd. With Ilana as the campaign’s muse, the team knew it was possible to nail that ethos and communicate about both the product and running in a candidly honest way.

Also an actress, Marielle was the perfect choice to direct Ilana through these pieces. From the first call, the collaboration was a seamless process, say Megs and Shamus: “Mari perfectly understood what we were trying to achieve, and bought into the arc straight away. Her goal was to create a world for Ilana to play within that felt simultaneously real and beautiful. We wanted these lighthearted comedic films to feel cinematic and rich, and Mari brought that vision to life.”

The Nike Joyride campaign adds to Marielle Heller’s growing presence in the advertising arena, as she continues to make her mark in film and television. Her latest feature, A Beautiful Day in the Neighborhood, starring Tom Hanks as the iconic children’s entertainer Mr. Rogers, will be theatrically released on November 22, 2019. Marielle’s debut feature film, The Diary of a Teenage Girl, won awards at the Sundance Film Festival, before getting scooped up by Sony Picture Classics.She also directed the movie Can You Ever Forgive Me?, starring Melissa McCarthy, and has helmed episodes of Transparent and Casual.


Client: Nike

Bill Maginnis: Director, Global Brand Communications

Stephanie Derham: Sr. Director, Global Brand Communications

Advertising Agency: Megs and Shamus
Creative Directors: Megs Senk, Shamus Eaton
Art Director: Megs Senk

Copywriter: Shamus Eaton

Executive Producer: Felicia Glover

Production Company: Caviar

Director: Marielle Heller

Director of Photography: Adam Newport-Berra
Executive Producers: Kim Dellara, Jasper Thomlinson, Michael Sagal
Head of Production: Casey Wooden

Producer: Christina Donahue

Post Production/Editorial: Joint

Editor: Tommy Harden

Sound Designer/Mixer: Noah Woodburn

Post Producer: Kathleen Russell

Editorial and VFX Post Producer: Annie Rosick
Audio Post: Teenage Diplomat
Composer: Scarlet Newman-Thomas

Color: Company 3

Colorist: Tom Poole

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