2020/2021 Winners & Shortlists

Background

-Following the nationwide lockdown in March 2020, the activity of many brands had significantly changed. Whether global or local, the domino effect was felt across all brands. One sector that got affected was automotive. Brands started investing less on traditional advertising, while some went completely dark. Brands had to adapt the way they advertised. -The world was in lockdown and solutions had to be found to advertise, be relevant and spend as little as possible. It was important to stay on top of the consumer’s mind. Buying a car was the last thing they would be interested in. How can we take the situations we all were in and creatively turn this around and create a commercial when it’s not possible to go outside due to the lockdown? -Gain as much visibility as possible during a time when brands are not advertising. Top of the mind and to be disruptive.

The Interpretation of the Challenge (30% of vote)

-The budget to advertise was close to negligible. The campaign during that time was not getting traction as buying a car was not a priority. Brands went digital and started selling cars online since showroom walk-ins dropped. How do we get Honda in their minds? -Being a brand drive by ‘Power of Dreams’, how can we be disruptive. In a luxury market populated by sales messages, how can we be powerful and disruptive. -Retail, Automotive -Brand recall

The Insight / Breakthrough Thinking (30% of vote)

-It was very sensitive because of the region we are in. Lockdown in UAE was a big talk. Since brands were not heavily investing in advertising, we had to be disruptive and stay away from the clutter of traditional advertising. -It was very sensitive because of the region we are in. Since brands were not heavily investing in advertising, we had to be disruptive and stay away from the clutter of traditional advertising. -It was a tough time, we couldn’t go out and shoot or get permits, or be in the same room with more than 3 people (unless you were related and living in the same house). It wasn’t so much as a challenge since we had what it would take to create this film. The Director & DOP lived in the same building; they had all the equipment’s required. -Discovering we have an official miniature Honda Civic.

The Creative Idea (20% of vote)

-The idea was to produce the world’s first homemade car ad, indeed the first car commercial to be scripted, directed, produced, shot, edited and watched from the comfort of people’s homes. -It was very sensitive because of the region we are in. Lockdown in UAE was a big talk. Since brands were not heavily investing in advertising, we had to be disruptive and stay away from the clutter of traditional advertising.

The Outcome / Results (20% of vote)

- +3 million video views during the first week. - Over 934 million impressions. - Exported to different countries. - 165 Cars sold in that month.