Honda to roll out new Civic campaign from Wieden + Kennedy
A concept for stand which would unveil the new Honda Civic at The Frankfurt Motor Show has been created by Wieden + Kennedy, with a new campaign ready to roll out.
The stand was used for the unveiling of the ninth generation Civic hatchback today, alongside the tagline ‘Many Road to Zero Emissions’ at the Motor Show today (13 September.)
Working alongside Belgian designer Sebastien Wierinck, the agency has aimed to create a visual representation of the roads to zero emissions for the motor show.
Wierinck , who specialises in tubes, has designed the furniture to commercial interior design to installations for public spaces, galleries and art festivals.
The stand has a series of specially created pipes connected to one of the focal points, ‘The Dream House’, with the stand divided into sections, Hydrogen, Electric, Hybrid, Petrol and Diesel, each technology having been colour-coded and housed in a halo of tubes which integrate together to create Honda’s future vision: The Honda Dream House.
W+K creatives Tom Seymour and David Bruno said, “We wanted to talk about Honda’s technology in a simple way and used the tubes to help tell the story. Each technology area was given a specific colour so that at a glance people would know that Honda has lots of different technologies in lots of different products. And each colour had a good reason, for example there are blue tubes in the Hydrogen area because the only thing that the FCX Clarity (a hydrogen fuel cell electric vehicle) emits is water. And the multi-coloured Dream House combines all the colours as it represents all the technologies coming together to create Honda’s vision of zero emissions.”
A pan-European marketing campaign to support of the new Civic has also been developed by W+K, which will break in three phases between now and January 2012.
The first phase of ‘The Great Unknown’ campaign begins this weekend.
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