Pedro Martin-Calero of production house Colonel Blimp directed this short titled “Up” for the new Honda Civic out of Wieden+Kennedy London. “Up” is a metaphorical film about the challenge that Honda faced, and embraced, in the creation of the all new Civic. We follow a young woman as she leaps from a ladder, the safe and predictable path, to climb a giant clay mountain made of Civic parts. She is finally rewarded as she reaches the top and sees the new car for the first time. It’s a story about the struggle of bringing an idea to life, the young woman and her heroic ascent representing Honda and its own daring engineering journey. The clay mountain is based on the clay used in the design process of the car. Designers and engineers spent years developing the shape of the Civic to give it its new advanced and sporty style. Similarly, W+K worked closely with artists and designers at MPC London to develop and craft the world you see.
Long ago, Soichiro Honda, the founder of Honda, uttered simple but extremely powerful words; “Instead of being afraid of the challenge and failure, be afraid of avoiding the challenge and doing nothing”. Unsurprisingly this quote has been the driving force behind everything Honda has done ever since. Today, when it seems that iteration has become the norm. Where it has become acceptable to settle for “OK.” Where tweaking rather than radically changing is the way things are done. This attitude has never been more important.
Scott Dungate, creative director at W+K London said “‘Soichiro Honda encouraged engineers to be brave in their design, even if it meant leaving all they know behind. They had a phrase for this ‘kick the ladder out’ which meant engineers couldn’t fall back on the steps that got them to where they are today. They had to find a new path. This is why each generation of Civic is generally a big step change inside and out, rather than just an iteration on the last model. ‘Up’ aims to bring drama to this ‘Hondaism,’ while introducing the all new Honda Civic.”
CreditsClient Honda Agency Wieden+Kennedy London Scott Dungate, creative director; Jason Scott, copywriter; Joris Philippart, art director; Simon Elvins, designer; Tony Davidson, Iain Tait, executive creative directors; James Guy, executive producer; Matt Walters, planning director; Michelle Brough, Samara Zagnoviev, TV producers. Production Colonel Blimp, London Pedro Martin-Calero, director; Paul Weston, exec producer; Dougal Meese, producer; Eric Gautier, DP. Editorial Speade Sacha Szwarc, editor. VFX MPC London Bill McNamara, creative director; Sophie Hogg, VFX producer; Mike Little, lead 3D; Iain Murray, lead 2D; George K, colorist. (Toolbox: Flame, Nuke, Maya, Photoshop) Music/Sound Factory Studios Anthony Moore, Jack Hallet, Neil Johnson, sound designers.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More