18 Jul 2017 ID: 111259

Honda’s new Channel 4 sponsorship pays tribute to the ‘Dream Makers’

Honda’s new Channel 4 sponsorship pays tribute to the ‘Dream Makers’

Honda’s latest creative to support its sponsorship of Channel 4 is brought to life as a tribute to the ‘Dream Makers’ – celebrating and showcasing the incredible craft and innovation that goes into film-making - and representing an analogy between the same passion and pursuit of perfection which the brand puts into creating its products.

This roller coaster ride through the creative process and techniques involved in bringing dreams to life centres around four characters and four Honda models – new Civic, Civic Type R, CR-V and the Africa Twin motorcycle – with each scene depicting a different film genre. Each scene is meticulously crafted at a rapid pace taking us through each stage of the film-making process – from scripting to storyboards, through CGI to grading – ending in the perfectly crafted scene.

The four new break-bumpers will play out across all films on Channel 4, More4, Film4 and E4 over the next year, as well as online, hence Honda’s creative brief to fit seamlessly alongside ‘film’ in an innovative and visually appealing way. Each will be set in a classic and recognisable film genre - from rom-com to sci-fi and everything in between – ending with the strapline ‘Here’s to the Dream Makers’, a tip of the hat to the genius of both film-makers and Honda engineers.

Olivia Dunn, Head of Communications for Honda (UK) comments: “Our Channel 4 sponsorships have produced some brilliant work over the years, particularly the incredibly successful ‘Hands’ back in 2013 for Documentaries. ‘Dream Makers’ promises to be yet another iconic Honda campaign, one which celebrates the similarities between the incredibly detailed process of film-making and that which Honda puts into making its products.”

Created by Wieden+Kennedy London, the films were directed, produced and post-produced by Time Based Arts – directed by James Allen and Mike Skrgatic. W+K London Creative Directors Carlos Alija and Laura Sampedro comment: “The best Honda ads often overcome some kind of challenge in the craft and the storytelling that reflects the ingenuity of the brand. There’s crazy technology involved in making both films and cars nowadays, but it’s ultimately the warmth of the human touch which makes them achieve excellence.”

A 90 second edit of Dream Makers can be seen here: https://youtu.be/9GCKlLXKYKQ


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