| Title | HUMAN! FIT |
| Brand | HONDA MOTOR CO., LTD. |
| Product / Service | FIT |
| Category | B03. Posters |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | CREATIVE POWER UNIT Tokyo, JAPAN |
| Production 2 | PYRAMID FILM Tokyo, JAPAN |
| Production 3 | FUMIHITO KATAMURA PHOTOGRAPH OFFICE Tokyo, JAPAN |
| Production 4 | CAVIA Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoshihiro Sato | DENTSU INC. | Exective Creative Director |
| Yuji Sugitani | DENTSU INC. | Exective Creative Director |
| Kota Tohata | DENTSU INC. | Creative Director |
| Yoshihiro Yagi | DENTSU INC. | Creative Director |
| Yoshihiro Yagi | DENTSU INC. | Art Director |
| Megumi Ota | Ota Megumi Office | Copywriter |
| Chihiro Kato | DENTSU INC. | Designer |
| Daisuke Hatakeyama | Creative Power Unit | Designer |
| Masashi Mishima | Creative Power Unit | Designer |
| Yutaka Hasegawa | DENTSU CREATIVE FORCE | Agency Producer |
| Masaharu Nakajima | PYRAMID FILM INC. | Producer |
| Satoe Umeoka | PYRAMID FILM INC. | Manager |
| Yosuke Mimori | Freerance | Manager |
| Fumihito Katamura | Fumihito Katamura Photograph Office | Photographer |
| Takuya Demura | CAVIA Inc. | Director |
| Sunao Sakurai | Scab. | Retoucher |
| Yasuaki Miyatake | FLUX | CG |
| Mitsunori Motegi | FLUX | CG |
| Shingo Kidaka | Day O Production | Coordinator |
| Mieko Koyama | Day O Production | Coordinator |
| Kunihiro Omatsu | DENTSU INC. | Account executive |
| Yoshihiro Tanaka | DENTSU INC. | Account Executive |
| Haruka Miyata | DENTSU INC. | Account executive |
| Ryoma Yamazaki, | DENTSU INC. | Account Executive |
| Hitomi Misumi | DENTSU INC. | Account Executive |
Simply focusing on updating the performances on compact cars caused the market to be stagnant. 20 years after launching the first FIT, we saw the need for the image of compact cars to be entirely changed. Priority was made to researching the value of the compact car by understanding the strengths and developing new standards. This has given a new value to the compact FIT cars.
To clarify, the concept of a “car that enriches people’s daily lives” meant to change the idea and attitude of the car being a person, a hero in our daily life. This meant that advertising and marketing needed to change from the common past marketing and promotional approaches to focusing on the car being part of daily life using a tilt shift video technique and increasing visual emphasis on commercials, posters, catalogs and exhibitions.
Prior to our launch, we started broadcasting 30-second commercials portraying the new image of FIT. From the time of the launch, we created a special feature ad in newspapers and put up a special website to share the concept of FIT. Creating an image that FIT is for everyday life, we focused on advertising and promotions in lifestyle magazines and released 50,000 original editions of a special FIT concept book nationwide as well as promoting at exhibition events at T-SITE (five locations) across the country. We received positive feedback from new and potential customers on SNS who have not had previous interest in cars.
Prior to our launch, we started broadcasting 30-second commercials portraying the new image of FIT. From the time of the launch, we created a special feature ad in newspapers and put up a special website to share the concept of FIT. Creating an image that FIT is for everyday life, we focused on advertising and promotions in lifestyle magazines and released 50,000 original editions of a special FIT concept book nationwide as well as promoting at exhibition events at T-SITE (five locations) across the country. We received positive feedback from new and potential customers on SNS who have not had previous interest in cars.