concepts & pitches
Honda Hybrid
Strategy
Emerging from the global pandemic, we all strive for more balance in our lives.
To live a life that means more than the grind of work.
To live a Hybrid life.
The word hybrid has been around for a while as a functional description of a class of car.
A word that is now almost eclipsed by shiny new electric.
But what if we could elevate hybrid to a badge that defines how we want to live post pandemic. Where we make Honda cars facilitators of a hybrid life.
Representing a life of ying and yang – grounded in balance.
What an opportunity for the taking. Honda.
To own the culturally hot concept of hybrid.
To create a new generational badge.
You. Me. Honda.
Life.
Work.
Living in balance.
manifesto
We work. We play.
We stay in. We venture out.
We save. We splurge.
We take charge. We let go.
We are drive the back roads. We coast the highways.
Our cars are gasoline and our cars electric.
We live for ourselves. We live for our kids.
We live for today. We have an eye on what’s next.
Balance.
That is our way of life.
We are here. We are there.
We are mind. We are heart.
We are the definition of hybrid.
That’s what drives us.
And that’s what we drive.
Second Social Video Script
INT. Honda CRV Hybrid – Late day
Middle-aged man in a suit driving on a coastal road. Car interior is perfect, neat. Nothing out of place. A business call is in progress via Bluetooth. A cacophony of voices, obviously an involved conference call.
MAN
We’re not getting anywhere today. The voices fall silent.
The man is obviously the boss.
MAN
Let’s get back to it tomorrow, I have a 6 o’clock
I can’t miss. He disconnects the call from dashboard.
EXT.
Beach parking lot- La Push– Late day
Our Honda CRV Hybrid pulls in, next to a gaggle of sandy ten-year old kids being corralled by a camp counselor. They are in wetsuits, covered in sand.
INT.
Honda CRV Hybrid – Late day
The man loosens his tie, opens the door.
EXT.
Beach parking lot – Late day
Waves are crashing. Surfers still out in the surf. One of the kids notices the car. A real wild child, his hair long and still wet from a day in the water.
KID
Dad!
The kid runs to his father and the Honda hybrid CRV.
INT.
Honda hybrid CRV – late day
Sandy boogie board in in the back, next to a pristine briefcase. Kid and Dad sit in the front seat. Dad is now rumpled, maybe a little damp. But he’s smiling. He looks at the kid, who’s also smiling. Dad rumples the kid’s hair.
EXT.
Rural Coastal Road – Sunset
Honda CRV Hybrid takes the curves smoothly.
VO
Hybrid. Who we are.
What we drive.
Lease the 2022 Hybrid CR-V for just $331 per month for 36 months
at your Western Washington Honda dealer.
END FRAME
Honda Logo and Lock up
Lease the 2022 Hybrid CR-V for just $331 per month
Atlantis Resorts
Objective
Drive more bookings
take the brand’s digital/performance experience from “everything to everyone” (broad/unownable) to “more specific luxury for more specific people”(personal/unique)
Strategy
Demonstrate that summer is an opportunity (for the above), and that Atlantis Paradise is the destination that caters to the needs and desires of affluent adventures & purposeful voyagers in the form of “experiences”
Manifesto
Atlantis Paradise Island Time
Maybe it’s something to do with how every second can be counted by the waves crashing on the beach, or how an hour can feel as fast or as slow as you choose to spend it, or how every day only ends when you decide that it’s time to go to bed.
However it feels, we know your time is precious, and you can always make the most of it while you’re here.