The Power of Dreams

27 Nov

[11]

honda_14_concept_3honda_14_concept_7

“The solar-hybrid Honda 14 solves the carpooling dilemma because it allows carpoolers to take advantage of HOV lanes, share commuting costs and once near the passengers’ final destinations, robotically transforms from one to four separate and unique modes of transportation.
Through a combination of gyros, artificial intelligence and molecular engineering, each individual vehicle instinctively reconfigures as a fully functional vehicle. When traveling as one, the division points are undetectable. The latest advancements in molecular engineering allow the body panels to divide and reshape to form each individual vehicle.
Honda Research & Development”[12]

Dreams are a powerful inspirational force in this World. Dreams of flight inspired people to invent the airplane for example. Honda’s add Campaign the Power of Dreams is a way of Honda creating an advertising campaign without them being tied into the conventions that we normally see. They want to show their customers not only their products that exist, but their dreams about products that can be. technology that is just beyond our reach but that we are working towards Honda aspires to not only make cars but inventions for the future. They want they’re consumers to be in awe of what they might create. Which is a clever way of creating interest and attracting the attention of customers all over the world. They have made a multitude of powerful and well designed adds not only about cars but their inventions. Showing their creativity to the World. Dreams have no limits and inspire ideas which in turn inspire people to create things.

Honda taps into the power of the word dreams and this is something that most people will be able to relate to because we all dream and it reminds me of my own dreams of futuristic technologies that I have in my sketchbooks. It inspires people to think of the possibilities beyond the mundane and gives us a sense of curiosity about the future. They support their  campaign with documentaries, inventions, technology advertising and actually doing what the ad campaign states. Exploring the possibilities of the technologies we have now and the possibilities for the future.

This is a healthy motto or way of thinking in this era where there is the constant need for us to evolve and change with the times to keep up to date. Car companies like Chrysler and Ford had serious financial difficulties at the start of the recession because they hadn’t evolved fast enough and they were too comfortable in their ways. But if you aspire to go seek out what the future has in store for us and invest in it you will be up to date and or even better a leader in the field you are in. Which is what Honda has gained by doing so.

I will now quote a more detailed explanation of Honda’s Power of Dreams campaign so that you can hear in their own words what they hope to achieve.

“Everyone has a dream, some goal or activity that gives their life deeper meaning and sparks passion.
When we pursue our dreams, we feel empowered. This power, in turn, connects us to others who share the same dreams. It gives us the strength to overcome great challenges. It inspires us to spread the joy of our dreams to other people. Ultimately, the power born of a dream is a creative force, capable of producing revolutionary ideas.
Honda encourages all its associates to pursue their dreams. That’s why we say we are a company built on dreams. The power of Honda’s dreams will continue to lead to new insights and technologies in automobiles, motorcycles, power products, parts and other fields of mobility.”[13]

Here’s an interesting article written on RPA website explaining the campaign better and supporting what I said before.

“New Honda Corporate “The Power of Dreams” Advertising Campaign Captures the Magic of the Brand [14]

Santa Monica, Calif., Sept. 20, 2007 — A fully integrated national advertising campaign embracing Honda’s corporate theme line, “The Power of Dreams,” begins Sept. 24. The strategy developed by Honda’s long-standing agency of record, RPA, gives consumers a poignant perspective of Honda’s long-term corporate philosophy and an understanding of what motivates the company.

Known for selling practical, reliable vehicles, Honda seeks to reveal the brand’s innovation and connect consumers to its heart and soul. The communications strategy invites consumers to understand the challenging spirit that has enabled Honda to be the pioneer on a number of fronts, including environment, safety and automotive and mobility technologies.

“This Honda Power of Dreams campaign is our personal way of sharing who we are and what we stand for,” said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc. “But, we’re not simply talking about Honda, we’re letting our actions, our products and our dreams speak for us. The home video format keeps it real, and at the same time opens new doors and perspectives that customers can discover for themselves at dreams.honda.com.”

One spot focuses on many of Honda’s worldwide innovative dream products, many of which are not familiar to the average automobile customer. Viewers are invited into Honda’s world of dreams to see what they see. The Who’s “I Can See for Miles” builds as the spot unfolds. Another spot begins in November and will highlight Honda’s environmental technology.

“Honda has an amazing vision for what’s possible—whether it’s the future of mobility, eco-friendly technology, safety, air travel, or even robotics. The idea of the ‘See What We See’ spot is to invite people to share in Honda’s unique vision by bringing several of Honda’s ‘dreams realized’ together in an engaging, conceptual way,” said Todd Carey, associate creative director at RPA.

Targeting adults 25-to-49 years old, the corporate campaign will launch on network TV during season premieres of many new and highly rated returning shows, including Brothers & Sisters, Dancing with the Stars, Caneand Chuck. Spots will also run on Major League Baseball playoffs, the World Series, nearly 30 cable networks and National Public Radio (NPR). Cable and NPR will sustain the campaign after the launch period.

Several cable networks have special features including National Geographic Channel’s Preserve Our Planet. Using isolated positioning of custom-branded vignettes, this programming aligns with The Power of Dreams philosophy by communicating Honda’s commitment to providing a cleaner environment for future generations.

Print carrying the “See What We See” theme begins in October. To support and sustain awareness generated by TV, synergistic print and online opportunities were secured with ESPN, O the Oprah Magazine, Rolling Stone andWired, whose readerships align with Honda’s key target segments.

Integrating The Power of Dreams theme, interactive media is a significant part of the campaign and features an engaging microsite at http://dreams.honda.com. Users are invited to explore a myriad of Honda’s dreams in a deeper and more personal way. Dreams found in the spot and others including CVCC, Civic GX and Phill and 4-stroke marine engine can be discovered in greater detail with pictures, videos and related links. Users will get an inside look at Honda’s past, present and future dreams and will learn how they came to be.

To build momentum, online media includes high-impact, high-reach home-page roadblocks on AOL, CBS, CNET, Forbes, Time and YouTube. The campaign will run on 17 major Web sites in relevant content categories such as news, community, environment, technology and sports. The creative will utilize rich-media ad units to increase brand interaction and showcase the TV spots.

Google site targeting and search marketing will extend the reach and drive traffic to The Power of Dreams microsite.

Creative Credits
Campaign: American Honda Motor Co., Inc., The Power of Dreams
Creative Directors: Joe Baratelli & David Smith
Associate Creative Director/Art Director: Curt Johnson
Associate Creative Director/Copywriter: Todd Carey
Interactive Art Director: Luis Ramirez
Interactive Copywriter: Dan Roberts
Agency Producer: Brian Donnelly
Production Company & Location: MJZ, Los Angeles, CA
Director: Phil Joanou
Director of Photography: Jeff Cutter
Editor & Company: Robert Duffy, SpotWelders
Music/Sound Design: 740 Sound Design”

If you would like to see a short documentary detailing some of Honda’s ideas and concept. Truly amazing I would recommend that my readers watch it to gain a better understanding of the “Power of Dreams” click the link below.

http://dreams.honda.com/#/video_in

Enjoy Winking smile

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