DESIGNATED DRIVER

Creative idea

An ad for a car where the car is completely covered in text. Why? Because that text is a declaration of love for the brand. And it is symbolic of a contradiction: a Honda owner who decides to sell it, makes an ad, but then realizes that they cannot do without their car. And so even the initial idea of showing it in all its beauty gives way to jealousy and the desire to hide it.

Brand name: HONDA
Advertiser / client: Honda
Product / service: AUTOMOTIVE
Campaign name: OFF THE MARKET
Agency network: HAVAS
Agency: Havas Milan - Milan
Production company: HRCLS
Agency chief executive officer: Caterina Tonini
Chief creative officer: Luissandro Del Gobbo
Executive creative director: Antonio Campolo, Luigi Fattore
Creative director: Massimo Filimberti, Eleonora Villari
Art director: Federico Caronna
Copywriter: Roberto La Rocca
Strategic planner / strategist: Francesco Russo
Additional company: Andrea Proietti - Managing Director - HRCLS Paolo Guerra - Head of Production - HRCLS Yassin Shazly- 3D Artist - HRCLS