Wieden & Kennedy takes Hondamentalism online

Wieden & Kennedy has created four online films for Honda to support the launch of its hot-hatch model, the Civic Type R. The two-minute films develop the concept of Hondamentalism, which was introduced in an above-the-line campaign in May.

Wieden & Kennedy has created four online films for Honda to support the launch of its hot-hatch model, the Civic Type R. The two-minute films develop the concept of “Hondamentalism”, which was introduced in an above-the-line campaign in May.

The campaign profiles different people who embody the principles of “Hondamentalism”, which is defined as the Japanese car marque’s “unique racing spirit and endless pursuit of excellence which has run throughout the whole company since day one”.

One film tells the story of Shelley Jory, the powerboat driver who, together with her navigator Libby Keir, made up an all-female race team that beat 28 men to the 2005 British Powerboat title in a Honda boat (pictured).

Another features Simon Saunders, the man behind one of the fastest production cars in the world, the Ariel Atom – a skeleton of bare essentials built around a Honda V-Tec engine.

The campaign, which breaks this week, can be seen at www.hondamentalism.com.

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