2017 Winners & Shortlists

The Campaign

We decided to metaphorically link the consequence of not having Lane Assist (i.e. straying from the road without realizing) to making a verbal slip that's almost guaranteed to yield a terrible outcome. Like a husband making a slip by saying that his wife's sister is looking hot, someone instantly reacting to a baby's looks and realizing their mistake later.

Creative Execution

The typography in each advertisement was further designed to reflect the innocent statement moving towards dangerous territory through contrasting textures. Elements that spell trouble if they came in contact with each such as Rabbit fur vs. Snake skin, Balloon vs. Cactus and Wax vs. Burning coal.

Indication of how successful the outcome was in the market

Kuwait is a relatively small market with slightly over 4 million people and advertising is largely promotional in nature. Such an offbeat campaign immediately got the attention and was discussed on social media. Honda's Lane Assist Keep System, though very technical in nature, was communicated and registered in a fun and memorable way, thus ensuring the work that works was delivered spot on for the brief.

Honda is a brand that is built on the Power Of Dreams, and the campaign had to reflect the same curious, challenging and imaginative spirit. The brand Honda in Kuwait is always looking for innovative and interesting ways to engage with the youth. These witty striking messages, coupled with a meticulous and detailed design ensured that the campaign went the extra mile.