Product / ServiceHONDA
CategoryB01. Posters
EntrantMORI Tokyo, JAPAN
Entrant Company MORI Tokyo, JAPAN
Advertising Agency MORI Tokyo, JAPAN
Advertising Agency 2 DENTSU Tokyo, JAPAN

Brief Explanation

'Honda. Beautiful Engines.' is a corporate branding campaign developed for the 2014-2015 motor show season. The brief was to create the creative assets for the motor show including opening film, website, brand book and posters, based on the finding 'Honda is the world's largest engine manufacturer'.

The Brief

Honda manufactures wide range of products including automobiles, motorcycles, jets, water craft, electrical generators, lawn and garden equipment. Honda has been the world's largest engine manufacturer.

How the final design was conceived

Starting with the insight that Honda is the world's largest engine manufacturer - producing everything from automobiles and motorcycles to marine engines, cultivators and lawnmowers, we developed the copy line, 'Engines make the world go round.'

Indication of how successful the outcome was in the market

In order to change the perception of engines from cold, impersonal machines into engines of human happiness, we used wit and bright, colorful graphics to present them in an entirely new way.


Name Company Position
Morihiro Harano Mori Inc. Creative Director 
Yoshihiro Yagi Dentsu Inc. Art Director
Haruko Tsutsui Dentsu Inc. Copy Writer
Scott Lehman Lehman Advertising Inc. Copy Writer
Taiji Kimura PEN. Graphic Designer
Daisuke Hatakeyama Creative Power Unit Designer
Shinya Tamura Dentsu Ondemand Graphic Inc. Printing Director
Misato Tachibana Mori Inc. Agency Producer
Hidenori Kakinuma Dentsu Inc. Agency Producer