On the heels of the National Highway Traffic Safety Administration's sobering scenario announcing National Distracted Driving Awareness Month, Honda and agency RPA bring us the latest campaign in the effort to curb texting and driving.
This spot (and accompanying print ad, below) pull the viewer into a text conversation happening on a mobile device, presumably on a road somewhere in America.
The dialogue is an authentic glimpse into the life of a young adult, replete with the usual shorthand and emojis common in casual banter. Without spoiling exactly what happens next, the ad succeeds in creating a unique message that is graphically smart, simple and powerful.
CREDITS
Client: Honda
Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Senior Vice President, Chief Production Officer: Gary Paticoff
Vice President, Creative Social Media Director: J. Barbush
Associate Creative Director, Copywriter: Damian Fraticelli
Art Directors: Michael Enriquez, Craig Nelson
Copywriters: Adam Gothelf, Kevin Tenglin
Social Media Copywriter: Laura Kelley
Producer: Joshua Herbstman
Program Manager: Elizabeth Goldstein
Project Manager: Andrew Serrato
Technology Manager: Bradley Stone
Associate User Experience Architect: Sabrina Lee
Production Company: Laundry!
Creative Director: Anthony Liu
Executive Producer: Michael Bennett
Producer: Kirsten Collabolletta
Design: Janice Ahn, Yongmin Park
Animation: Yongmin Park
