Campaign Spotlight

Campaign Spotlight: Easy as Child’s Play. Honda’s i-MMD Technology through Sid Lee Paris

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As Honda Motors continues in its quest to bring the most advanced technology to consumers, SidLee Paris continues its creative approach to making Honda stand out as a relatable, authentic automobile brand for consumers. Their CR-V campaign, released earlier this year, featured the brand’s latest hybrid SUV through the testimonials of Honda Lovers throughout Europe. This time, Sid Lee Paris is tackling a more complex subject – the technology itself. 

Intelligence Multi-Mode Drive, or i-MMD, is the latest in hybrid technology, but when you’re addressing a subject so advanced, it’s not easy to explain, or understand. While the fact that the CR-V Honda Hybrid-M® V.2 synchronizes with the i-VTEC 2.0L Atkinson DOHC cycle engine and lithium-ion battery for optimal efficiency is a feat of engineering, it’s not relatable. 

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That’s why Sid Lee Paris decided to simplify things by turning to 3 brand ambassadors, each with their own unique way of explaining what Honda’s i-MMD® technology is all about, jargon-free. A young girl, Margaux, relates the technology to child’s play. Brandon, a dancer, explains its fluidity through choreographed movement. And Eric, an architect, uses a scale model to depict the technology’s efficiency on the road. Three films, three ambassadors, each illustrating the complexity of i-MMD®through their own expertise and emotion, because understanding Honda’s advanced technology means understanding how the brand stands apart from others in its sector through its innovation and communication. 

 

CREDITS:

Title of ad: i-MMD Hybrid Technology ExplainedCredits:

Client: Honda France

Agency: SidLee paris

Chairman – Executive Creative Director: Sylvain Thirache

President: Johan Delpuech

Creative Director: 

Managing Director: Bruno Lee

Creatives: Julien Sens, Hugo Demazière

Account Director: Héloïse Marchal

Account Manager: Camille Caucat

Head of Production: Thomas Laget

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