A aflat, între timp, că semnătura de mail care-mi atrăsese atenţia zilele astea, “hate something, change something” e, de fapt, dintr-o campanie multipremiată făcută de Wieden+Kennedy pentru Honda. Se numeşte “Grrr” şi, spre ruşinea mea de fan Honda, n-o ştiam:
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Can hate be good? Can hate be brave?
Can hate be something we don’te hate?
E aceeaşi agenţie care a făcut şi “Cog”, tot pentru Honda, my all time favorite.
Povestea aici. Ideea campaniei “Grrr” ar fi pornit de la faptul că unul dintre designerii de la Honda, Kenichi Nagahiro, pur şi simplu ura motoarele diesel.
How did Honda react?
It was a memorable presentation. It’s a great thing taking in a guitar. In fact, my advice is, always take in a guitar. Even if you’re not presenting a song. People can’t help being nice to people with guitars. We sang live as we flipped through our doodled storyboards. When we’d finished, Honda said ‘Make it just like you’ve presented it.’ The following five months was about trying to capture the spirit of that presentation. It was pretty much the only direction Honda gave us until we delivered the finished ad. They understood our vision was all in our heads and they encouraged us to make it happen. A truly amazing client.
He he, asa a aparut Lamborghini, din “hate something, change something” – http://en.wikipedia.org/wiki/Lamborghini#Origin
“Cog” e misto, dar “Grrr” … cred ca numele spune totul.