Honda: Honda Trophy Talk by RPA

Agency: RPA
Client: Honda
Date: Feb 2018
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To further extend campaign messaging for the all-new 2018 Honda Accord, Honda created an ambitious highly targeted social media campaign to allow people to acknowledge their friends’ achievements. People can nominate their friends on Facebook and Twitter to receive various personalized awards videos such as, 'Biggest Armchair Quarterback' and 'Biggest Undiscovered Singer'; resulting in an endless possibility of unique custom videos. The campaign builds on the creative premise of the Accord TV spots, a world in which trophies come alive and tell the story of the spirit of always striving to do better.

The campaign consists of 76 contextually focused, narrow audience 'nomination' videos, as well as six broad audience videos. The creative was crafted to speak to a wide spectrum of demographic and psychographic insights Honda has on the Accord audience including music, sports and innovation. To make sure that such a robust array of content reached the appropriate audiences—some that are quite niche and specific—the brand utilized up to three layers of targeting on the social platforms to maximize context relevance.

The campaign is running on Facebook and Twitter through March, tapping into tentpole events such as award shows during which people are encouraged to nominate their friends for an award. To help fund the dreams and passions of others, Honda will also donate $1 to charity for each custom trophy video created and will align charity donations to the nomination category.

Credits

Client: American Honda Motor Co., Inc.

Susie Rossick - Asst. Vice President, Honda Automotive Marketing

Jessica Fini - Manager, Honda and Acura Social Marketing

Allie Coulter- Asst. Manager, Honda and Acura Social Marketing

Melly Ramirez - Social Media, Honda and Acura

Agency: RPA

EVP / Chief Creative Officer: Joe Baratelli (RPA)

SVP / Chief, Creative Development: Jason Sperling (RPA)

VP/ Creative Director, Social Media: J Barbush (RPA)

VP / Creative Director: Chuck Blackwell (RPA)

VP / Creative Director: Ken Pappanduros (RPA)

Associate Creative Director, Social Media: Romeo Cervas (RPA)

Copywriter, Social Media: Corlin Stubbs (RPA)

Art Director, Social Media: Adrianne Benzion (RPA)

Copywriter, Social Media: David Bassine (RPA)

EVP / Chief Production Officer: Gary Paticoff (RPA)

VP / Director of Video Production: Isadora Chesler (RPA)

VP / Director of Digital Production: Dave Brezinski (RPA)

Senior Digital Producer: Alison Banna (RPA)

Digital Producer: Connor Gomez (RPA)

Associate Director of Business Affairs: KK Davis (RPA)

EVP / Chief Client Officer: Brett Bender (RPA)

SVP / Group Account Director: Adam Blankenship (RPA)

Account Supervisor: Kaelin McGill (RPA)

Account Executive: Wynt Curling (RPA)

Assistant Account Executive: Sam Cody (RPA)

VP / Associate Director, Digital Strategy: Mike Dossett (RPA)

Manager, Digital Strategy: Hartman Wong (RPA)

Specialist, Digital Strategy: Hanna Samad (RPA)

Supervisor, Community Management: Samantha Hawkins (RPA)

Community Manager: Taylor Griffin (RPA)

Media Director: Felicia Lau (RPA)

Media Supervisor: Brandon Liu (RPA)

Media Planner: Kayleigh Ceurvorst (RPA)

Production Studio: MPC London

Executive Producer: Dan Phillips (MPC London)

Technical Director: Willian Munhoz (MPC London)

Interactive Creative Director: Andre Assailing (MPC London)

Creative Director: Mike Tyler (MPC London)

Senior Interactive Producer: Kelly Woodward (MPC London)

Interactive Producer: Sinead Catney (MPC London)

Senior Real-Time Dev: Stefan Johansson (MPC London)

Real-Time CG Artist: Piers Limberg (MPC London)

UX Design: Jon Atkin (MPC London)

QA Testing: Zounou (MPC London)

Production Manager: Chris Preston-Barnes (MPC London)

Animation: Debasish Raha. Devevendran Venkatesan, Ambalika Nandy, Srikar Balakrishnan (MPC London)

Rigging: Debalina Dasgupta, Subbaiah Adanki (MPC London)

3D Asset Build: Kalaiarasu Puhalendhi, Kartik Gupta, Craig S Padua (MPC London)

VFX Studio: MPC LA and MPC NY

MPC LA

Executive Producer: Karen Anderson (MPC LA)

VFX Supervisor: Ryan McDougal (MPC LA)

CG Supervisors/ Lighting / Look Development: Tim Kafka, Rune Mansson (MPC LA)

2D Lead: Toya Drechsler (MPC LA)

Animation: Ryan McDougal, Dave White, Tim Kafka, Rune Mansson, Clement Renaudin (MPC LA)

2D Compositors: Oliver Caiden, David Ince (MPC LA)

Animation: Samir Patel, Andrew Price, Jacob Patrick
 (MPC LA)

Modeling: Lamarcus Harvey, Joel Durham (MPC LA)

Rigging: Lyndsey Horton, Meghan Sesnie (MPC LA)

Lighting: Dennys Herman (MPC LA)

MPC NY

Executive Producer: Karen Anderson (MPC NY)

Producer: Catherine M. Fischer (MPC NY)

VFX Supervisor: Tiago Dias (MPC NY)

3D Team: Graeme Revell, Jacob Fradkin, Madeline Jackson, Francisco Fraga, Roberto Maki (MPC NY)

2D Leads: Ruairi Twohig, Renato Carone (MPC NY)

Music: Shindig Music + Sound

Creative Director/Partner: Scott Glenn (Shindig)

Executive Producer/Partner: Debbi Landon (Shindig)

Engineer/Partner: Dan Hart (Shindig)

Head of Production: Caroline O'Sullivan (Shindig)

Composer: Greg Chun (Shindig)

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