As part of the "DREAM THE IMPOSSIBLE" Documentary Series, Honda will debut its seventh short-film documentary, "Into the Unknown," at http://dreams.honda.com on Sunday, Nov. 7. That evening, a 90-second trailer for the new short-film documentary will air during the premiere of National Geographic Channel's "Great Migrations," an epic miniseries event that takes viewers around the world on the arduous journeys millions of animals undertake to ensure the survival of their species. Today Honda's more than 599,000 Facebook fans, as well as its YouTube channel viewers, will get a sneak peek of "Into the Unknown."
"Honda's 'Power of Dreams' marketing spotlights human stories of perseverance, including our long-standing engineering commitment to develop cleaner forms of mobility," said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc. "Our corporate film series naturally aligns with the compelling 'Great Migrations'' themes of resolve and ingenuity. The inspiring content and cutting-edge caliber of 'Great Migrations' parallels the uplifting stories and cinematic quality of our 'DREAM THE IMPOSSIBLE' Documentary Series."
Directed by Ondi Timoner, the only filmmaker to twice win the Grand Jury Prize at the Sundance Film Festival, with producers @radical.media, "Into the Unknown" celebrates those who challenge the impossible and are motivated to solve problems and make a difference in society. The film features perspectives from a professional diver, a professional mountain climber, a retired NASA astronaut, Honda associates and engineers, and others who tell personal stories of exhilarating accomplishments. For example, Tatsuya Okabe, Ph.D., Honda chief engineer of brain-machine interface, describes how his research of the brain helps advance science to improve mobility for people who are physically challenged.
"Our latest 'DREAM THE IMPOSSIBLE' film explores some of Honda's most amazing R&D ventures—brain-machine interface, robotics, advanced safety technology—but at the heart of the film is the idea that society has made its greatest advances thanks to the efforts of a few pioneering explorers, inventors and thinkers who were brave enough to make the leap into the unknown," said writer and producer Todd Carey of RPA, Honda's longstanding advertising agency of record.
As a presenting sponsor, Honda worked with National Geographic Channel to develop a custom cross-platform marketing campaign specifically designed to align Honda's corporate "Power of Dreams" campaign with the spirit of "Great Migrations'" epic tale of life on the move.
The robust on- and off-air campaign will reach millions nationwide and will include significant exposure through National Geographic Channel's many brand extensions, including web and mobile, VOD, home video, licensed products, educational outreach, consumer events and more.
During the month leading up to the premiere of "Into the Unknown," Honda worked with social media agency bigMETHOD to ignite dialogue about six existing films in the "DREAM THE IMPOSSIBLE" Documentary Series. The social media program linked the documentary series' themes to original perspectives of consumers, thought leaders, and other organizations through digital communication channels. Participating contributors offered their unique insights and perspectives independent of Honda's viewpoint. The official Honda Facebook page serves as the hub for discussion (http://facebook.com/honda).
Racing Against Time Week brought together thought leaders and bloggers in the green, energy and automotive spaces. During Dreams vs. Nightmares Week, Honda partnered with ExperienceProject.com to create a custom environment and explore the impact of dreams. Kick Out the Ladder Week featured written and video contributions discussing how corporate philosophies allow for innovation and lead to success. Mobility 2088 Week will ask the Honda community to submit their thoughts on what transportation will look like in the year 2088. And, Failure: The Secret to Success Week will ask thought leaders to provide personal stories on past experiences they've had with failure that ultimately led them to success.
Launched in January 2009, the "DREAM THE IMPOSSIBLE" Documentary Series is intended to speak to both the hearts and minds of consumers by revealing stories of Honda's corporate philosophy at work through an intimate multimedia, interactive website. The campaign strategy was developed by RPA.
The campaign targets 18- to 49-year-old adults who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.
Credits
Film
Chief Creative Officer: David Smith
Writers: Todd Carey, Curt Johnson
Agency Producer: Isadora Chesler
Executive Producers: Barbara Ponce, Jon Kamen, Frank Scherma, Frank Stiefel, Justin Wilkes
Production Company: @radical.media
Producer: Liz Bradley, Todd Carey, Curt Johnson
Director: Ondi Timoner
DP/Lighting/Cameraman: Andrij Parekh
Editor: Ron Patane/Outpost Digital
Original Soundtrack: Q Department.
Post Production: Outpost Digital
Graphic Designer: Dave Dimeola
Photographer: Davi Russo
Interactive
Chief Creative Officer: David Smith
Executive Producer, Content: Gary Paticoff
Creative Director/Art: Curt Johnson
Associate Creative Director/Copy: Todd Carey
Senior Art Director/Art: David Mesfin
Senior Copywriter: Brenna Hajek
User Experience Lead: Alex Yra
Technology Director: Scott Westerfield
Technologist/Flash: Jeff Siegal
About Honda
As a company devoted to the advancement of human mobility, Honda's innovative research and development efforts during the past decade have yielded such diverse outcomes as humanoid robotics, walking assist devices, HondaJet, fuel cell electric vehicle technology, thin film solar cells, increased rice crop yields and functional nano-materials - in addition to the design and development of automobiles, motorcycles and power equipment products. Based on its belief in the value of technology to address the needs of society, it is Honda's mission to develop products that anticipate and satisfy the evolving needs of its customers while meeting society's demand for cleaner, safer, more efficient and sustainable means of transportation and human mobility.
Honda News & Views: http://www.honda.com/news
Honda Multimedia Newsroom (For Media Only): http://www.hondanews.com
Honda on YouTube: http://www.youtube.com/honda
Honda on Twitter: http://www.twitter.com/alicia_at_honda
Honda on Flickr: http://www.flickr.com/hondanews
Honda Web Site: http://www.honda.com
About bigMETHOD
bigMETHOD is an agency focused on utilizing social media to connect clients directly to their target audience. The Venice, Calif.-based agency leverages ongoing research and a proprietary analytics suite to create innovative programs based on actionable intelligence. bigMETHOD currently represents clients including American Honda, DreamWorks Animation SKG, City of Hope, Starz Media / Anchor Bay Entertainment, LA Boxing Franchise Corporation, Disney Music Group, and William Morris Endeavor. For more information visit http://www.bigmethod.com.
About RPA
RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, California Department of Public Health, La-Z-Boy, Farmers Insurance Group, Mandalay Bay Resort and Casino, Luxor Hotel and Casino, and Excalibur Hotel & Casino, and it is the media planning and buying agency for Metro-Goldwyn-Mayer and Lenox Financial Mortgage. For more information, visit http://www.rpa.com.
About @radical.media
@radical.media is a global transmedia company that creates some of the world's most innovative content. The company produces and distributes television, feature films, commercials, music programming, digital content and design. @radical.media has produced award-winning projects, including the Academy Award®-winning documentary The Fog of War; the Grammy Award®-winning Concert for George; the Independent Spirit Award-winning Metallica: Some Kind of Monster; the pilot episode of the Emmy® and Golden Globe winning series Mad Men; the Emmy-winning 10 Days That Unexpectedly Changed America for the History Channel; the critically acclaimed series Iconoclasts for the Sundance Channel; and more recently, the documentary Summit on the Summit and Drake: Better Than Good Enough for MTV. The company is currently in production on programs for HBO, Sundance Channel, MTV, Discovery and OWN.
