Honda: The Prize

Driving is fun again.

Every improvement on the 2012 Civic was designed to make it more fun. That same motivation translated to the public launch of the car.

Advertising Agency: Dare, Vancouver, Canada
Creative Directors: Bryan Collins, Rob Sweetman
Art Directors: Eric Arnold, Mark Mizgala
Copywriter: Jarrod Banadyga
Illustrator: Desmond Montague
Additional credits: Mike Hasinoff, Wendy Moriarty, Giant Ant Media

April 2011


thedesignaddict's picture
5403 pencils

Nice work guys!

ofband's picture
83 pencils

Nice work :D Honda for life !

You can do it !

Reality Check's picture
Reality Check
2334 pencils

Essential? Not really. Fun as hell? Definitely.

KOWU's picture
111 pencils


CrackerJackWorks's picture
17864 pencils

no, Cheeriosie!! ;)

ronak.shah007's picture
29 pencils

did it really served the purpose 'Questionmark'

atb2005's picture
13561 pencils

Fun? Sort of. Fun as hell? Absolutely not. Btw, do they show the furry monster commercial in Canada too?

La vie en CMKY's picture
La vie en CMKY
20 pencils

I definitely love the execution, the idea of the ambient is brilliant.
But the concept is identical to MiniCooper (I remember clearly a Mini coming out from a box like a toy).

dadada's picture
1720 pencils

nice !

Everybody is creative, be yourself.

iwannatalktosamson's picture
701 pencils

Fun stuff!
Nice work

bakamono's picture
1002 pencils

What does it have to do with driving? At first I thought it was a cereal ad, then I thought the same thing.

because therefore it is

Bob.C's picture
1161 pencils

La vie en CMKY - see what you mean about the Mini, similar fun concept

The Civic seems a bit more playful and as an ambient I think that it's fantastic. As a launch campaign it seem a bit too static, would have loved to see the car come out of the box or used in a cereal ad (ok, I'm the kind of person that would tell honda to ship boxes of cereals with model Civics in to their dealers too)

kleenex's picture
40638 pencils

Now where can I buy a box of cereal that will give a real drivable Honda inside????

AdBuzzer's picture
1168 pencils

I don't really get it. What is this action trying to communicate about Honda? For me it's a perfect event for a cereal promotion in which you can win the car.

thedesignaddict's picture
5403 pencils

If you don't get it, you're over-thinking it. The idea taps into the visceral excitement of something that you're anticipating. It's as simple as that.

bakamono's picture
1002 pencils

There is no anticipation here, the car is out of the box everyone can see it. Now if it was coming out at random times then people would be like "Oh wow wth I did not see this coming, this is awsome" This is a half baked idea. Thank you!

because therefore it is

Dzsoi's picture
8001 pencils

I think this is exactly the case: 0:23 -> "special prize inside" message on the box. Seems like a cereal promotion to me. I like it.

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