As one of Honda's most popular vehicles, the launch of the all-new 2016 Civic needed to be as impressive as the car itself. The tenth-generation Civic underwent a huge makeover, complete with a totally redesigned exterior and new technology features.
Basically, we needed to show everyone that this was the Civic they never saw coming.
360 YouTube Video / Virtual Reality
Great imaginations lead to great things — in this case, the all-new redesigned 2016 Honda Civic. To help launch the newest iteration of one of Honda's most iconic vehicles, we used our imaginations to dream up "Music From Every Angle." This 360-degree experience combines the imaginative musical talents of Moses Sumney with the bold new styling of the Civic for a totally unique spin (literally) on a music video.
Before watching, make sure you set your phone to 4K and unlock your portrait orientation mode (if you’re on your iPhone) for optimal viewing. And if you happen to have Google Cardboard or an Oculus lying around, pop those on and watch the video for an even more immersive experience.
Please Note: YouTube 360 only works on Chrome and Firefox on desktop and within the YouTube (or Facebook app) on mobile.
Additional Press Coverage:
Autonews.com Top 10 Viral Video
"Finally, someone has found a smart use of 3-D video, the latest trend in online videos.
Honda recruited musician Moses Sumney to create a music video that brilliantly utilizes the technology that allows a user to pan across a surrounding. The setting is a garage sporting several 2016 Civics. Sumney begins with a beatbox and a clap, and his image proceeds to split across the room, using the Hondas to create a beat that he sings against. It’s a sheer pleasure to listen along while shifting the viewpoint to track the musician."
Creativity-Online Editor's Pick
"Follow the Music Around the Room in This VR Video for the Honda Civic"
Agency: RPA
CD: J Barbush
CD: Rahul Panchal
AD: Craig Nelson
CW: Casey Beck
Instagram Marquee Videos
On January 8, 2016, we took over Instagram...well, sort of. We did have a super big ad buy with three marquee video ads that were served to every Instagram user over the age of 18. This was our opportunity to have all eyes on the Civic. These videos, or as I like to call them, "insta-hacks", used the nature of the platform to break the physical boundaries of Instagram's usual content to further reinforce the unexpected nature of the Civic.
Agency: RPA
CD: J Barbush
AD: Craig Nelson
CW: Casey Beck