Wieden+Kennedy has revealed its latest work for Honda: a celebration of both the intricacies and beauty of filmmaking as part of the auto brand’s sponsorship of movies broadcast on Channel 4 and sister channels More4, Film4 and E4.
Dream Makers, the hero 90-second spot, is an amalgamation of four different short films, in four different genres, featuring four different Honda models. The dramatic scenes are not the finished product but rather include the CGI skeletons, storyboard sketches, grading annotations and printed scripts that go into the production of a movie.
The film aims to take viewers on a whistle-stop tour of the silver screen creative process, with the process being presented as an analogy of the ‘passion and relentless pursuit of excellence behind both great films and Honda vehicles’.
The Dream Makers creative harks back to Honda’s ‘The power of dreams’ strapline.
Shorter idents will run alongside all films shown across the Channel 4 portfolio over the next year. The campaign will also stand apart from the Film on 4 sponsorship, with a longer film set to be published online and beamed into cinemas.
Wieden+Kennedy won Honda UK’s TV sponsorship account back from Karmarama in May. The brand inked a two-year deal to sponsor Films on 4 in March 2016.
Olivia Dunn, head of communications for Honda UK, said: “Our Channel 4 sponsorships have produced some brilliant work over the years, particularly the incredibly successful Hands back in 2013 for Documentaries on 4. Dream Makers promises to be yet another iconic Honda campaign, one which celebrates the similarities between the incredibly detailed process of film-making and that which Honda puts into making its products.”
Carlos Alija and Laura Sampedro, creative directors at Wieden+Kennedy London, added in a joint statement: “The best Honda ads often overcome some kind of challenge in the craft and the storytelling that reflects the ingenuity of the brand. There’s crazy technology involved in making a film or a Honda nowadays, but it’s ultimately the warmth of the human touch that makes them achieve excellence.”