Santa Monica, Calif., April 21, 2011 - A fully integrated national advertising campaign for the launch of the all-new Honda Civic began April 20. The strategy developed by Honda's long-standing agency of record, RPA, demonstrates the idea that we're all different and there's a unique Civic for each of us. Since the target personalizes everything in their lives from social media to fashion, the all-new Civic is positioned to be the latest canvas for personalization. Featuring the widest array of choices (Coupe, Sedan, Hybrid, performance Si, fuel-efficient HF or Natural Gas) available in its class, the 2012 Civic is the most personalizable compact on the market. The intelligent Multi-Information Display (i-MID) lets each Civic driver control what's important to them like their audio preferences (including iPod library), available navigation-system turn-by-turn direction system, fuel-economy readings. Drivers can also manage vehicle functions that can be personalized (e.g., door locks, headlights) and displays such as personalized wallpaper.
Agency: RPA Country: United States of America CREDITS: Agency: RPA, Santa Monica First Air: 4/20/2011 ("Apartment," "Woodman," "Zombie," "Ninja"), 5/5/2011 ("Monster") Executive VP, CCO: David Smith Executive VP, Executive Creative Director: Joe Baratelli Senior VP, Group Creative Director: Jason Sperling VP, Creative Director: Nathan Crow VP, Creative Director: Adam Lowrey Associate Creative Director/Art Director: Jamin Duncan Senior Copywriter: Sarah May Bates Sr. VP, Executive Producer, Content: Gary Paticoff Senior Producer: Brian Donnelly Assistant Producer: Faye Armstrong Production Company: Smuggler Director: Guy Shelmerdine Executive Producer(s): Brian Carmody, Patrick Milling Smith, Lisa Rich, Laura Thoel Line Producer: Jay Shapiro DP(s): Paul Cameron, Kris Kachikis Production Designer: Brock Houghton Costume Designer: Casey Storm Monster Costume: Legacy Effects Editor: Rick Russell VFX: The Moving Pictures Company Colorist: Mark Gethin Visual Effects Supervisor: Kim Stevensen Visual Effects Producer: Eric McCaslin Music Supervisor: good ear music supervision Editorial Company: Final Cut Editor: Rick Russell Executive Producer: Saima Awan Producer: Suzy Ramirez Assistant Editor: Cudjo Collins Audio Mix/Sound Design Co: Beacon Street Studios Sound Designer/Audio Mix: Paul Hurtubise Producer: Caitlin Rocklen Assistant: Dewey Thomasvia www.coloribus.com