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Honda’s i-MMD Technology is as Easy as Child’s Play, with Sid Lee Paris

As Honda Motors continues in its quest to bring the most advanced technology to consumers, SidLee paris continues its creative approach to making Honda stand out as a relatable, authentic automobile brand for consumers. Their CR-V campaign, released earlier this year, featured the brand’s latest hybrid SUV through the testimonials of Honda Lovers throughout Europe. This time, Sid Lee Paris is tackling a more complex subject – the technology itself.

Intelligence Multi-Mode Drive, or i-MMD®, is the latest in hybrid technology, but when you’re addressing a subject so advanced, it’s not easy to explain, or understand. While the fact that the CR-V Honda Hybrid-M® V.2 synchronizes with the i-VTEC 2.0L Atkinson DOHC cycle engine and lithium-ion battery for optimal efficiency is a feat of engineering, it’s not relatable.

That’s why Sid Lee Paris decided to simplify things by turning to 3 brand ambassadors, each with their own unique way of explaining what Honda’s i-MMD® technology is all about, jargon-free. A young girl, Margaux, relates the technology to child’s play. Brandon, a dancer, explains its fluidity through choreographed movement. And Eric, an architect, uses a scale model to depict the technology’s efficiency on the road. Three films, three ambassadors, each illustrating the complexity of i-MMD®through their own expertise and emotion, because understanding Honda’s advanced technology means understanding how the brand stands apart from others in its sector through its innovation and communication.





Title of ad: i-MMD Hybrid Technology Explained

Client: Honda France

Agency: SidLee paris
Chairman - Executive Creative Director: Sylvain Thirache
President: Johan Delpuech
Managing Director: Bruno Lee
Creatives: Julien Sens, Hugo Demazière
Account Director: Héloïse Marchal
Account Manager: Camille Caucat
Head of Production: Thomas Laget

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Military Officers Association of America Launches Campaign from The Gate

The Military Officers Association of America (MOAA)
, the nation’s largest and most influential association of military officers headquartered in Alexandria, Va., partners with The Gate | New York, to help them with their mission of fighting for the benefits of military service members and their families.

The new campaign will launch nationally across multiple digital channels. The videos will live on a microsite, which functions as a video gallery and resources hub, also designed by The Gate. Shorter forms of each story will also drive visitors to the site. TV is also planned to air in the fall. In addition, The Gate is also responsible for media planning and buying.

The topics cover a military family where the husband and wife both serve in the National Guard, being a woman and leading in the military, and living as a surviving spouse.

Serving apart, raising a family together.

Arming women in the military with self-confidence.

After a loss, the real fight begins.

“The Gate is charged with building brand awareness ofAA’s mission, with the ultimate goal of increasing membership of military officers,” according to Beau Fraser, President and Chief Strategic Officer of The Gate.

Kathy Partain, MOAA’s Vice President of Membership and Marketing, commented: “We are excited about the potential of the new videos. We appreciate our partnership with The Gate to help us broaden our reach and get more officers involved in advocating on the behalf of our nation’s uniformed services.”

About MOAA
MOAA is the nation's largest and most influential association of military officers. With 350,000 members from every branch of service - including active-duty, National Guard, Reserve, retired, and former officers, and their families and surviving spouses, they are a powerful force speaking for a strong national defense and representing the interests of military officers and their families at every stage of their careers. For more information, go to moaa.org.

About The Gate Worldwide

The Gate | New York is part of The Gate Worldwide, an international advertising agency network that works with clients in tough, complicated industries to make their considered purchases products or services worth considering. The Gate manages over $250 million in client advertising and has a network of offices in New York, London, Edinburgh and Hong Kong. For more information, visit thegateworldwide.com/ny.


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