| Title | HONDA. GREAT JOURNEY. |
| Brand | HONDA MOTOR CO., LTD. |
| Product / Service | HONDA |
| Category | A03. Cars & Automotive Products & Services |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Media Placement | DENTSU INC. Tokyo, JAPAN |
| Media Placement 2 | MORI Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| PR 2 | MORI Tokyo, JAPAN |
| Production | TYO DRIVE Tokyo, JAPAN |
| Production 2 | CREATIVE POWER UNIT Tokyo, JAPAN |
| Production 3 | PEN. Tokyo, JAPAN |
| Additional Company | LEHMAN AD Chiba, JAPAN |
| Additional Company 2 | MAP London, UNITED KINGDOM |
| Additional Company 3 | OGLE MODELS London, UNITED KINGDOM |
| Additional Company 4 | DENTSU ON DEMAND GRAPHIC Tokyo, JAPAN |
| Additional Company 5 | TYO CREATIVE CENTER Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Morihiro Harano | Mori Inc. | Creative Director |
| Yoshihiro Yagi | DENTSU INC. | Art Director |
| Haruko Tsutsui | DENTSU INC. | Copywriter |
| Scott Lehman | Lehman Ad | Copywriter |
| Misato Tachibana | Mori Inc. | Agency Producer |
| Yuta Harasawa | TYO drive | Producer |
| Kanae Harada | TYO drive | Production Manager |
| Jon Marshall | Map Project Office | Design Director |
| Scott Barwick | Map Project Office | Vehicle Conception and Design |
| Will Howe | Map Project Office | Vehicle Conception and Design |
| Jacky Chung | Map Project Office | Vehicle Conception and Design |
| Paul Wolfson | Map Project Office | Vehicle Conception and Design |
| Satoshi Isono | Universal Design Studio | Vehicle Conception and Design |
| Sasha Leong | Map Project Office | Vehicle Conception and Design |
| Ogle Models | Ogle Models | Vehicle Model-making |
| Petr Krejčí | Freelance | Film Director |
| Shelley Lee Davies | Freelance | Film Creative Producer |
| Daisuke Hatakeyama | Creative Power Unit | Designer |
| Taiji Kimura | PEN.Inc. | Designer |
| Anna Saito | DENTSU INC. | Designer |
| Naomi Okamura | DENTSU INC. | Designer |
| Satoshi Kohno | DENTSU INC. | Designer |
| Takanori Ikemoto | Creative Power Unit | Production copywriter |
| Shinya Tamura | Dentsu On Demand Graphic Inc. | Printing Director |
| Masato Goto | TYO Creative Center | Director |
| Kazuhiro Yamamoto | SPONGE | Director |
| Satoshi Yoshitake | cubesato | Music |
| Yusuke Kitani | Kaibutsu | Web Designers |
| Komei Sato | Kaibutsu | Web Designers |
| Atsushi Hashimoto | Kaibutsu | Web Designers |
The Honda Great Journey project explores the far-reaching potential of autonomous driving technology. It visualizes an overland trip from Africa to South America—the route of humanity's most ancient migration—in seven scale-model concept vehicles, each designed for a specific type of terrain. By revealing the benefits of autonomous driving beyond simple efficiency and safety, it offers a new vision of travel enjoyment and human mobility for the future.
- Product Design: examined the route of humanity's most ancient and longest migration scientifically and extracted Honda’s technology and design DNA, then designed 7 concept vehicles. - Film: created the film with stop motion to introduce the concept and the vehicles. - Strategic PR: prior to the launch, contacted the journalist who would be interested in the theme of autonomous driving and released the information exclusively. - Website: accompanied by the release of the article, we launched the website with more detailed information and images. - Event: held an event to introduce the campaign and released a series of posters, book and motion graphic movie. - Poster: posters and flyers were released at the event explaining the project. - Book: designed the book showcasing 215 original travel stickers to present the journey over 36,000 km. - Event Movie (motion graphics): created with the travel stickers and the original sound track.
- Featured in major design and technology media in 8 countries - Mentioned by 48 opinion leaders - Total online coverage 136,723,050
This is the world’s first campaign to apply Speculative Design into an advertising campaign. Though Speculative Design often presents a dystopia, this campaign showcases a new utopia brought by autonomous technology. With this approach, the campaign aims to expand the Honda’s great vision, The Power of Dreams, as well as the future possibility of car category itself. By combining scientific and geographical researches and Honda’s DNA, we came up with 7 concept vehicles that is not only beautiful in shape but also enough comfortable to stay there. They are released through non-paid PR activities with the integrated design materials.
- In order to outperform other automobile-related articles in the media, we focused on the theme: autonomous driving vehicles. - We have presented a new point of view: autonomous driving vehicles as NOT a ‘solution’ but as a ‘means to realize new dream of humanity’. - Based on the insight: humans are mobile by instinct, we explored not only the possibility of transportation, but the future vision of living environment that will be brought by the autonomous driving technology. - We selected the route of humanity's most ancient and longest migration, The Great Migration as the hypothetical travel route to present the possibility of long-distance travel that may will become possible by the autonomous driving.