Honda dreams at the Palace
Honda Australia has announced an unlikely partnership this week, joining forces with Palace Cinemas across AustraliaA car company, dreaming robotos and a cinema franchise. It sounds like an odd combination. But this partnership will see Honda commercials played on all Palace Cinema screens, as well as shared communications and value-adding activities with their combined customer bases.
Ahead of each feature, Honda will also screen a brief whimsical film (see below) created by its advertising agency, Draftfcb. The film depicts
Honda robots dreaming of their favourite film -- 'ET', in this case -- celebrating the brand's 'Power of Dreams' motif.
"It was a joy to be playful and fun with this work and start to reflect the creativity and fun that is at the core of Honda's innovative culture," explained creative director, Mat Garbutt.
Honda Australia Marketing Manager, Kevin Lillie, said the deal with Palace Cinemas is more than a business partnership, but one that shares similar values.
"Within minutes of meeting the Zeccolas [Palace Cinema owners], we knew we were dealing with a company that shared our passion and values," said Lillie.
"Both companies were founded by visionary individuals with big dreams. Palace Cinemas' Antonio Zeccola and our Founder, Soichiro Honda both overcame many hurdles and obstacles to see their dreams and visions come to life."
It's kind of creepy though; a video about an alien from outer space 'peopled' by robots. Has someone been sharing a joint with Tim Burton?
A clip of the ident film can be viewed below.
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