HONDA UNLEASHED
Viral Web Animation
PRODUCT: 2007 Honda Civic SI
CLIENT: American Honda Motor Company
AGENCY: Rubin Postaer and Associates
PHOTOGRAPHY: redbritain and Lisa Fjeld
MUSIC: Moonchild by M83
LABEL: Goom Disques
Rubin Postaer and Associates commissioned leftchannel and 4 other directors to each create 5 custom animations in support of a major television and online advertising push for the release of the 2007 Honda Civic SI. The agency gave all the directors creative license. The direction of Unleashed is an ethereal connection between our characters' peaceful states of being and the existence of the Honda Civic SI. We chose to have minimal product placement in an animated series of 3D/parallax vignettes comprised of photographs we previously shot in various countries along with new custom photos and graphic elements. Footage of a Honda Civic SI was used as bookends to tie the product to the animation.
All 5 custom animated spots premiered on Honda's Web site with a heavy promotional push through banner ad placement. The traffic generated on for Unleashed alone was over 80,000 hits in the first 10 days.