As with most ‘clearances’, this Honda promotion was not discount driven, so the creative brief called for an event rather than a sale. An economical, yet eye-catching, pun held the whole campaign together,
In 2012 the Honda Civic turned 40. So I dug through advertising archives and found the original global launch campaign created by American agency, Chiat Day. Our client was enthralled and asked us to to produce a new print campaign based on the original launch concept, following the original 1972 art direction style. The following ads emerged utilising font styles that I hadn’t employed since my early days in advertising.
In 2011, natural disasters in Japan and Thailand halted production in Honda factories. With Honda showrooms running low on cars, sales enquiries began to taper off. When production eventually resumed, a retail campaign was urgently needed to reassure customers that there was now a full range to choose from.