The future occupies the human mind at an amazing capacity. The act of looking forward in time is quintessentially human nature. We are by definition, the only living animal that looks into the future, thus making evolution dominant in our existence... Now, I’m pretty sure my last post was on a similar topic, the future. We are constantly talking about it, trying to plan it; in fact it’s the topic of OMD’s upcoming 2009 Think Fresh events!
It is necessary for us to think about the future, when things are changing so fast, thinking about the present stops being relevant so quickly.
For brands to keep within a successful cycle they need to keep moving and no doubt that’s what one advertiser is quite successfully promoting, oh and fancy that, it just happens to be an auto brand!
Honda has released a series of short documentaries (Dream the Impossible) and I have to say, they got me! These selections of films are beautifully scripted and rather engaging in my opinion.
Honda is a company founded by a dreamer.
We wanted to document our advancement as a company through film to give you a better understanding of the people behind our products.
Please join us as we uncover Honda through the candid approach of the documentary film process
Currently there are three: Mobility 2088, Failure: The Secret to Success and Kick Out the Ladder.
Mobility 2088 talks about the future. What will cars be like in 2088? A beautiful concept as it is hard to project a realistic idea on this, yet it allows viewers to free their mind into the endless possibilities of maybe...
Failure: The Secret to Success is my favourite. A number of innovative individuals and auto related employees/retirees talk about the natural human trait in all of us, failure. Yet when they talk about this topic, you gain a sense of motivation, as expressed, without failure, how would we measure success?
These short doco’s create a sense of inspiration.
The language they use is telling. So a company like Honda has to communicate that it is constantly advancing.
This is a transparent world and the tropes of documentary are being used to create transparency in a very, very controlled way, to dispel the illusion of illusion that is created by the social construct / meaning of 'advertising'.
...Of course we know it is advertising, but is very good at not promoting itself as that.
Check them out:http://dreams.honda.com/#/allstories
Currently showing across cinema screens.
The campaign targets 25-to-49-year-old adults with a youthful spirit, who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire. The Dreams site is being promoted with television spots using footage from the films, along with online media such as unique page takeovers, roadblocks and pre-roll placements, on relevant Web sites that appeal to the target: technology, news and social media
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