CHALLENGE
In a sales environment of declining sedan sales, increasing prices, and a global pandemic, Honda was introducing a new generation of the Honda Civic. They needed a way to tap into their loyal Civic customer base while expanding to new potential buyers as Canada emerged from COVID-19 lockdown.
SOLUTION
We created the idea of a new generation of Civic for a new Civic Nation. It tapped into the adventurous, go-anywhere spirit of the original Civic Nation positioning while reflecting our post-lockdown outlook. For months people had been (understandably) saying no to road trips and new experiences. It was time to start saying YES again, and the all new Civic was ready for anything.
We created a series of pieces that introduced the new Civic – showing off its adventurous spirit, its performance and its new features.
Static pieces were created that would convey a sense of motion and energy, build anticipation for the new vehicle, and tap into our need to get out there and start saying YES again.
