Honda: Happy Honda Days Wrapping Paper by RPA

Date: Nov 2019

Honda’s Happy Honda Days holiday campaign features two new TV spots – one for sedans (featuring the Civic Sedan, Civic Hatch and Accord), and another for SUVs (featuring the HR-V, CR-V, Passport and Pilot SUVs) – each exploring a fun-filled, holiday wrapped paper world that leads to the holiday gift of a new Honda.

The integrated 2019 Happy Honda Days campaign includes TV, social, digital banners, print and radio and illustrates Honda’s conviction to making holiday dreams come true and imagination to life. Happy Honda Days 2019 also marks the first time Honda is running creative on Pinterest, for a sales campaign. We’ve included details on the social component of the campaign, as well how Honda brought this all to life below.

The Happy Honda Days social campaign uses the wrapping paper visuals from the TV campaign creative, resulting in seven six-second socially optimized videos. For the first time, Honda is leveraging Pinterest for a sales event, tapping into the visual nature that platform provides.

In order to create Honda’s holiday magic, more than 30 bespoke wrapping paper designs were created. Fusing handmade design, stop motion animation and CGI cars, Honda has created a truly unique holiday backdrop. Entire hand-built paper environments were shot with motion-control, then tracked and comped the CG cars in post to create a cohesive world and a seamless flow of action, capturing the tactile, organic quality of how paper really behaves.

Credits

Client: Honda

Agency: RPA

EVP / Chief Creative Officer: Joe Baratelli

SVP / Chief, Creative Development: Jason Sperling

Associate Creative Director: Kirk Williams

Associate Creative Director: Paul Fung

Senior Art Director: Juarez Rodrigues

Senior Art Director: Hide Konishi

Copywriter: Anthony Cardenas

EVP / Chief Production Officer: Gary Paticoff

SVP / Director, Video Production: Isadora Chesler

Senior Producer: Whitney Young

VP / Director, Business Affairs: Maria Del’Homme

Senior Business Affairs Manager: Andy Recalde

EVP / Chief Client Officer: Brett Bender

SVP / Group Account Director, Honda Regional Marketing: Fern McCaffrey VP / Account Director: Jane LoSasso

Account Supervisor: Rachel Singer

Account Executive: Kelly Hu

Senior Program Manager: George Gallucci

Project Manager: Erica Goitia

Product Information Manager: Marco Fantone

Senior Product Information Specialist: Brian Johnson

Product Information Specialist: Marius Stelly

Product Information Coordinator: Alvin Dharmawan

Production Co: Hornet

Director: Peter Sluzska & Sam Mason Executive Producer: Hana Shimizu Development Producer: Kristin Labriola Producer: Matt Creeden

Editor: Sam Stulin

Production Coordinator: Riley Spencer

Storyboard Artist: Carlos Ancalmo, Maria Chou, David Reuss, Randeep Katari Designers: Kim Dulaney, JJ Kim, Allison Abitbol, Natalie Labarre, Ashely Le Quere

Producer: Joel Kretschman

Director of Photography: Ivan Abel

VFX Supervisor: Eric Lane

Motion Control Operator: Richard Coppola

Gaffer: Michael Yetter

BB Electric: Chris Clarke

Key Grip: Garrett Cantrell, Balz Biellmann

BB Grip: Kevin Bacon, Bill Hilferty, Paul Bolles

Animator(s): Pete List, Matt Christensen, Maxwell Sorensen

Stop Motion Riggers: Tom McDonald, Patrick Zung, Brian Haimes, Maxwell Sorensen,

Pete Erickson, Matt Scharenbroich Scenic Artist: Camille Labarre

Screen Printing: Kingsland Printing