HUMAN! FIT

Short List
TitleHUMAN! FIT
BrandHONDA MOTOR CO., LTD.
Product / ServiceFIT
CategoryB03. Posters
EntrantDENTSU 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

Credits

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

Background

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.

Describe the creative idea (40% of vote)

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.

Describe the execution (40% of vote)

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.

List the results (20% of vote)

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.