Title | HUMAN! FIT |
Brand | HONDA MOTOR CO., LTD. |
Product / Service | FIT |
Category | B01. Brand & Communications Design |
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 |
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.
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.