Honda Winter Service



CLIENT: 
Honda - Winter Service 
Fall 2019

Copywriter: Dan Hawkins
Art Director: David Yu

CONCEPT: 
Change your tires, not your plans. 

A winter without winter tires is a winter of missed opportunity. No holiday parties, no important meetings, no social life… no nothing. As our target audience skews slightly towards millennials, we created a campaign thats plays on the FOMO and the cost of not having winter tires to get around safely this winter. 

MEDIA: 
Posters, Touts, Digital Banners, Social, Radio.

EXECUTION
We made creative for different weather scenarios ( rainy, snowy and icy roads), and implemented them at different times of the fall and winter season. Online, we displayed specific digital banners that reacted to the weather forecasts. Because this concept relied heavily on the visual message change, radio creative was modified to speak to the idea of not letting weather get in the way of your winter. 

Posters:

Touts:
Display Banners:
Radio:
Bonus Radio Scripts:


SCRIPT #1: BIG WINTER PLANS
The announcer: Speaking with wisdom and confidence. He is somewhat oblivious, but his words are speaking encouragingly to our young Greg. 
Greg: He’s nervous, hesitant, and ill-prepared. He’s put into the 30-sec spot, on-the-spot. He reacts in short utterances with surprise and little confidence. 

[SFX Honda ding]

ANNCR: At Honda, we know winter roads can be fierce 
[SFX winter storm ] 
but a little ice or snow shouldn’t keep you from Friday’s big presentation... 

GREG: Oh, ah [Caught by surprise *Clears throat*]

ANNCR: or Sunday with the in-laws... 
[SFX: Doorbell]

FATHER-IN-LAW: Greg?

GREG: Ah...

ANNCR: or even two-man luge Tuesdays. 

GREG: Wait, what? 

ANNCR: No, you’ve got places to be this season. So change your tires, not 
your plans. And guarantee your winter with Honda’s Lowest Price Guarantee on tires. Book your appointment with ease at BCHonda.ca
[SFX: Luging on a racetrack, heavy wind blowing.]

FATHER-IN-LAW:      Now we’re living Greggy Boy!
[SFX Greg: *Nervous sounds*]



SCRIPT #2: INTERRUPTING WEATHER
Announcer is friendly and down to earth, he’s on your side. He understands the frustrations of winter weather. In this spot, everytime “weather” is said, the announcer is interrupted with weather SFX. He catches on and tries to outsmart the weather SFX.


[SFX: Honda Ding]

ANNCR: At Honda, we know that a little weath- [SFX: light rain]
  ...er or a lot of weath- [SFX: heavy rain fall or winter storm]
...er can interrupt your plans. 

But with the best price on tires, you’re in control this winter.  
So wheth- [SFX: storm]-er... it’s icy roads, heavy rain or snow, 
don’t let wea...[SFX begins to cut in]...atmospheric conditions get in your way. 

This season, change your tires, not your plans. 
Guarantee your winter with Honda’s Lowest Price Guarantee on tires. Simply book your appointment online at BCHonda.ca
[ANNCR sneaks in one last quick ‘weather’ without being interrupted]  
Weather!



SCRIPT #3: STAND UP TO WEATHER

TALENT SPEC:
Announcer: older male with a deep and confident voice. He’s speaking with wisdom but is still very friendly and warm. His energy builds through the script, as he’s encouraging you take winter by the horns! The announcer is speaking as if he’s not aware of Tom. Tom’s character is quiet, and is used as more of a background noise to add humour and character to the spot.  (If possible, the announcer can read Tom’s character too).

SCRIPT: 

[SFX: Honda Ding]

ANNCR: At Honda, we know winter roads can be treacherous.
[ SFX: Wind/Rain weather storm ] 
TOM: [*Worried sigh*].  

ANNCR: But a little weather [SFX: Soft Rain] or even a big weather 
[ SFX: Heavy Rain Storm / Heavy Snow Storm] shouldn’t keep you off the roads this season.  
No, you’ve got places to be, people to meet, things to eat, the whole world at your feet.  

TOM: I do?

ANNCR: Yes… this winter, stand up to winter.  

TOM: OK!

ANNCR: It’s time to change your tires… not your plans. 
Guarantee your winter with Honda’s Lowest Price Guarantee on tires. 
Book your appointment online with ease at BCHonda.ca.
[SFX: Heavy Winter Storm that is tamed with Anncr’s voice] Easy boy. 
Honda Winter Service
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Honda Winter Service

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