People & Planet:
Brand & Bottom line:
Honda wanted to make the public more aware of their hybrid cars and the company's sustainable efforts, so together with their agency Wieden+Kennedy they launched the ‘Problem Playground’ campaign.
Honda wanted to target the conscious car buyer with positive, uplifting messaging.
Honda wanted to challenge environmental problems with a visionary and belief-driven take on life.
A line from their TV spot sums up Honda’s positive, can-do attitude perfectly, ‘When you love solving things, isn’t every problem a playground?' The TV spots feature Honda engineers taking on oversized puzzles such as Rubik’s cubes. We can see how good they are at solving problems and how much fun they have doing it. The campaign is also supported by a website that helps consumers learn about Honda’s initiatives and, among other things, how to calculate how much money they could save if they bought a hybrid car.
Honda puts forward a trustworthy positioning and shows people that doing good can be fun.