Honda and Mori Inc., a Japan based creative agency, has been working together on interesting projects since the past few years. I’ve already blogged about one of their interesting projects ‘Honda 3D Design Archives’, a microsite where Honda is shared their 3D design data/models online under Creative Commons 4.0 for personal printing. This was launched when the subject of 3D printing had become quite popular among the marketing teams of various industries and we began seeing more 3D printed work than ever before. Unlike any other automotive brand, Honda was the first one to offer such an archive.
Mori Inc.’s last two initiatives with Honda have also been equally interesting.
OK Go: “I Won’t Let You Down” Music Video
Not a car, but a Honda product, the UNI-CUB is a compact personal mobility device that was featured in OK Go’s song “I Won’t Let You Down” and Morihiro Harano, the founder of Mori Inc. worked with the band to produce this super cool video with over 17 million views on YouTube. The video was shot with drones and there is also a microsite http://iwontletyoudown.com/ where visitors can watch the video, the interview with the band and also create and submit their own visualizations.
The video was all done in a single take that involved hours of complicated off-camera preparation. A special unit was responsible for the drone: one person to fly it like a remote-controlled plane, another to program GPS sequences and complicated moves, someone to manually operate those sequences, plus someone else to control the drone’s camera, which is able to spin a full 360 degrees. (Japan Times)
Honda: Beautiful Engines
Honda also launched another project ‘Beautiful Engines’ with Mori Inc., Dentsu, Kappuku, Yama and Kaibutsu – a short-film and microsite talking about engines in pop-art theme visualizations. The short film was shown at the Sao Paolo Motor Show in Nov.’14 and also available online on Honda’s social networks.
The key message behind the project is ‘At Honda, our engines don’t just move people and cargo. They move society and history, too. They are engines of change in a very real sense.’
The microsite shares the look and feel of the video and gives the user quick information in form of short paragraphs, animations and images designed in a pop-art theme. The scrolling effect keep the user engaged and adds to the curiosity of the upcoming content and how the whole journey ends. Even though the mechanic and visuals are great, the content lacks depth and could have a richer timeline with some insider and testimonial stories that add to the ‘visually entertaining’ factor here. The social sharing on each piece of content is quite modern where social media icons are not used but initials of the networks like FTPT – Facebook, Twitter, Pinterest and Tumblr encourage the user to click and discover what it actually means – certainly more easily guessed by digital and social experts than the average online user.
To sum it up, Mori Inc. and Honda are collaborating for some beautiful work and we will hopefully see even more interesting work moving forward – time for some wearable technology campaign perhaps? 😉
To view more interesting projects by Mori Inc. visit http://mori-inc.jp/