Dentsu One China gave us a live brief for Honda, with a big problem.
Gen-Z in China are happy staying home, and have no need for mobility products. We needed to find a reason to get them out and moving again.
And after heaps of research, we found a good one.
We'll remind them that their dogs will never be happy stuck at home.
In fact, cities overall aren't very happy places for dogs in China.
But our research showed that Chinese Youth own a lot of dogs, love their dogs, and spend more than anyone else in the world to show that love.
We'd do this by committing to a series of innovations, and creating a full integrated campaign.
We'd build the world’s first mobility lab, designed to create joyous experiences for dogs and Honda owners.
Then build the world’s greatest parks built specifically for dogs and their Honda owners, outside of populous Chinese cities.
We'd even create a version of the Honda Gold-Wing motorbike with a canine co-pilot section, called the Joy-Wing. We’ll also release ‘Side-Kennels’ to retrofit onto other motorbikes.
We’ll make ads showing life at home from the perspective of a dog, and how they prefer the joy of moving. These would run as DOOH, stylised like windows looking into homes.
And our social campaign would use the happiest influencers on earth. Dogs, travelling around China, showing off the places they can go thanks to Honda mobility.
The judges, a panel of Creative Directors from across the worldwide Dentsu network, awarded our idea a silver medal.
CLIENT / Honda China
COMPETITION / Dentsu Young Innovator Awards
ART DIRECTIOR / Omar Jordan Fawahl
COPYWRITER / Hitomi Sato (Dentsu Tokyo)
Dentsu Tokyo Mentor / Kei Suzuki