Each year, the ANDY Jury selects one piece of work that is deemed to be the absolute best in show, the single representative of all the work entered in the show that year. This is the GRANDY. The GRANDY Award and the $50,000 prize is awarded to the most brilliant work of the year.
Agency: Wieden + Kennedy UK Ltd
Production Company: Partizan Midi Minuit, Partizan
Date of First: Publication 4/14/2003
Market: Europe, United Kingdom
Country of Production: United Kingdom
Length: 120 seconds
Soundtrack/Song: "Rapper's Delight"
Tagline: Honda. The power of dreams.
Executive Creative Director: Tony Davidson, Kim Papworth
Art Director: Matt Gooden
Copywriter: Ben Walker
Director: Antoine Bardou-Jacquet
Director of Photography: David Ungaro, Dave Ungaro
Producer: Fi Kilroe, Madeleine Sanderson, James Tomkinson, Franck Montillot
Account Director: Jonathan Campbell
Agency Producer: Rob Steiner
Editor: Bill Smedley
Editing Company: The Quarry
Post Production: The Mill
Audio Post Production: Wave Studios
Special Effects / VFX: Barnsley, The Mill
Music: Sugar Hill Gang
Sound Designer: Johnnie Burn
Recording Studio: Wave Studios
First Assistant Director: Olivier Colhoun
Ad Description / Synopsis
The 2 minute commercial, entitled “cog”, uses over 85 individual parts of the new Accord which precisely and intricately “knock on to” and interact with one another to form a complex chain reaction which lasts until the new Accord is finally revealed.
The advertising challenge was to show that the new Accord was “well engineered” in a way that was particular to Honda and differentiated it from German car manufacturers.
Case Study / Agency Solution
Demonstrate the perfection of the Accord's design through 'warm engineering' which communicates precision and intricacy of Honda engineering but in a typically human, plain speaking, optimistic and honest way that is Honda’s tone of voice.