"Honda's 'Power of Dreams' marketing spotlights human stories of perseverance, including our long-standing engineering commitment to develop cleaner forms of mobility," said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc. "Our corporate film series naturally aligns with the compelling 'Great Migrations'' themes of resolve and ingenuity. The inspiring content and cutting-edge caliber of 'Great Migrations' parallels the uplifting stories and cinematic quality of our 'DREAM THE IMPOSSIBLE' Documentary Series."
Directed by Ondi Timoner, the only filmmaker to twice win the Grand Jury Prize at the Sundance Film Festival, with producers @radical.media, "Into the Unknown" celebrates those who challenge the impossible and are motivated to solve problems and make a difference in society. The film features perspectives from a professional diver, a professional mountain climber, a retired NASA astronaut, Honda associates and engineers, and others who tell personal stories of exhilarating accomplishments. For example, Tatsuya Okabe, Ph.D., Honda chief engineer of brain-machine interface, describes how his research of the brain helps advance science to improve mobility for people who are physically challenged.
"Our latest 'DREAM THE IMPOSSIBLE' film explores some of Honda's most amazing R&D ventures--brain-machine interface, robotics, advanced safety technology--but at the heart of the film is the idea that society has made its greatest advances thanks to the efforts of a few pioneering explorers, inventors and thinkers who were brave enough to make the leap into the unknown," said writer and producer Todd Carey of RPA, Honda's longstanding advertising agency of record.
As a presenting sponsor, Honda worked with National Geographic Channel to develop a custom cross-platform marketing campaign specifically designed to align Honda's corporate "Power of Dreams" campaign with the spirit of "Great Migrations'" epic tale of life on the move.
The robust on- and off-air campaign will reach millions nationwide and will include significant exposure through National Geographic Channel's many brand extensions, including web and mobile, VOD, home video, licensed products, educational outreach, consumer events and more.
During the month leading up to the premiere of "Into the Unknown," Honda worked with social media agency bigMETHOD to ignite dialogue about six existing films in the "DREAM THE IMPOSSIBLE" Documentary Series. The social media program linked the documentary series' themes to original perspectives of consumers, thought leaders, and other organizations through digital communication channels. Participating contributors offered their unique insights and perspectives independent of Honda's viewpoint. The official Honda Facebook page serves as the hub for discussion (http://facebook.com/honda).
Racing Against Time Week brought together thought leaders and bloggers in the green, energy and automotive spaces. During Dreams vs. Nightmares Week, Honda partnered with ExperienceProject.com to create a custom environment and explore the impact of dreams. Kick Out the Ladder Week featured written and video contributions discussing how corporate philosophies allow for innovation and lead to success. Mobility 2088 Week will ask the Honda community to submit their thoughts on what transportation will look like in the year 2088. And, Failure: The Secret to Success Week will ask thought leaders to provide personal stories on past experiences they've had with failure that ultimately led them to success.
Launched in January 2009, the "DREAM THE IMPOSSIBLE" Documentary Series is intended to speak to both the hearts and minds of consumers by revealing stories of Honda's corporate philosophy at work through an intimate multimedia, interactive website. The campaign strategy was developed by RPA.
The campaign targets 18- to 49-year-old adults who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.
Film Chief Creative Officer: David Smith Writers: Todd Carey, Curt Johnson Agency Producer: Isadora Chesler Executive Producers: Barbara Ponce, Jon Kamen, Frank Scherma, Frank Stiefel, Justin Wilkes Production Company: @radical.media Producer: Liz Bradley, Todd Carey, Curt Johnson Director: Ondi Timoner DP/Lighting/Cameraman: Andrij Parekh Editor: Ron Patane/Outpost Digital Original Soundtrack: Q Department. Post Production: Outpost Digital Graphic Designer: Dave Dimeola Photographer: Davi Russo
Interactive Chief Creative Officer: David Smith Executive Producer, Content: Gary Paticoff Creative Director/Art: Curt Johnson Associate Creative Director/Copy: Todd Carey Senior Art Director/Art: David Mesfin Senior Copywriter: Brenna Hajek User Experience Lead: Alex Yra Technology Director: Scott Westerfield Technologist/Flash: Jeff Siegal