HUMAN! FIT

Short List
TitleHUMAN! FIT
BrandHONDA MOTOR CO., LTD.
Product / ServiceFIT
CategoryB01. Brand & Communications Design
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

Cultural / Context information for the jury

We wanted to broaden the image of the compact car from being more than a reasonable priced and practical car to being a car that FIT anyone for every day life. More specifically, “a car that enriches people’s daily lives.” Our branding focused on people being valuable, and FIT is a perfect companion that enriches the person’s everyday life.

Tell the jury about the art direction.

The “FIT” is portrayed like a human, running in a person’s daily life and captured from an overhead view using the tilt-shift image technique. We intentionally avoided the typical commercial close up or the “car hero cut” to be able to showcase FIT as a compact car that is an important part of everyday life.