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Honda Launches National ‘Leap List’ Multimedia Campaign to Debut All-New CR-V

Santa Monica, Calif., Jan. 11, 2012 – An integrated advertising campaign supporting the launch of the all-new Honda CR-V begins today, featuring six national TV spots and a unique online destination at

http://leaplist.honda.com

. Developed by Honda’s long-standing agency of record, RPA, the robust campaign encourages consumers to conquer their aspirations before transitioning into the next phase of life by completing their own “Leap List,” while also communicating how the CR-V can help achieve each and every task.

The stylish CR-V is the perfect size for the active, hip target audience transitioning between their carefree twenties and their more grown-up, focused thirties—those who still want to hike the Appalachian Trail, but may also decide to get married or start a family soon. The campaign captures the fun, inclusive spirit of the Honda brand while showing off the versatility of the vehicle that makes it easy to accommodate passengers and gear for whatever each day brings on. CR-V technological features like SMS text message functionality (allows incoming messages to be read aloud through the vehicle’s audio system) are also highlighted, as well as the class-leading gas mileage.

“Honda is a brand leader and CR-V is the standard-bearer for small SUVs with a sleek design, affordable price, great technology features and fuel efficiency,” said Tom Peyton, Honda brand manager, American Honda Motor Co., Inc. “The ‘Leap List’ campaign captures CR-V’s adaptability as the perfect vehicle for a wide range of life phases whether road-tripping with friends or taking the family on an impromptu outing.”

Users can create and share their own “Leap List,” a personal checklist of everything you want to do before everything you have to do at

http://leaplist.honda.com

. After completing their list, users can enter the CR-V Leap Year contest or learn about the CR-V. The site also encourages users to share their “Leap Lists” via Facebook.

“The campaign captures the go-anywhere, do-anything capabilities of the redesigned CR-V,” said Joe Baratelli, EVP, ECD at RPA. “The social aspect is designed to encourage people to make their lists, share them with family and friends, then go out there and get things done in the CR-V—it’s the catalyst.”

Two 30-second TV spots will introduce the campaign, “Proposal” and “Baby.” Both spots open on the brink of major life events—a marriage proposal and contemplating having a baby—which prompt wandering daydreams to see Alaska’s Northern Lights, go spelunking or complete a short film. A narrator says, “Before you make a leap, make your list, then get going.” Three follow-up spots feature CR-V drivers living out their “Leap Lists”: a girl getting to her car after running a marathon, a young man driving his grandmother to see her childhood home and two carefree young ladies galloping across all 50 states in their CR-V. A sixth spot (60-second) will break during Super Bowl XLVI on Feb. 5.

Spots will run on ABC, CBS, NBC and CW during prime-time programming, including “CSI,” “Modern Family,” “The Office” and “90210” and on cable networks as well as during the BCS Championship game. Branded entertainment tie-ins are slated as well, including an integration of the CR-V into an episode of “The Bachelor” (Mondays 8/7c on ABC). Additionally, on Bravo, the CR-V and Bravo talent star in a custom co-promotion. Both executions incorporate the “Leap List” theme in relation to the CR-V launch. Spots will also run in theaters.

Extending to online, “Leap List”-themed units are scheduled on CBSSports.com, Evite and Living Social.

Print ads featuring the headline, “Before I (get married/settle down/have kids), I want to . . .,” will appear in various publications including “Entertainment Weekly,” “Esquire,” “People” and “Sports Illustrated.” In addition to billboards in more than 25 key markets, building wraps in New York’s Times Square and in Los Angeles adjacent to Interstate 405 will encourage passersby to consider their own “Leap List” goals.

A sponsored contest with “Us Weekly” will encourage readers to achieve a “Leap List” goal that is influenced by the celebrity lifestyle. The contest will be promoted in print and online. Celebrity judges will help choose the winner who will receive a dream-fulfillment prize package that will be documented in print and online.

Visit RPA
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Credits

“Proposal”

(first air: Jan 1, 2012)

“Baby”

(first air: Jan 1, 2012)

Agency: RPA

EVP, ECD: Joe Baratelli

SVP, GCD: Jason Sperling

VP, CD/Art: Chuck Blackwell

ACD/Copy: Ken Pappanduros

Sr. Copywriter: Seth Prandini

Agency Executive Producer: Gary Paticoff

Agency Sr. Producer: Brian Donnelly

Production Co: RSA Films

Director: Brett Foraker

DP: Claudio Miranda

VP/Executive Producer: Marjie Abrahams

Line Producer: Betsy Blakemore

Head of Production: Elicia Laport

Production Designer: Tino Schaedler

Editorial Company: Final Cut

Editor: Adam Rudd

Producer: Jennifer Miller

Title Design/Visual Effects: MassMarket

Managing Director: Jay Lichtman

Executive Producer: Lexi Stearn

VFX Supervisor/2D Lead: Kim Stevenson

VFX Supervisor/3D Lead: Chris Sage, Chris Eckart

VFX Producer: Scott Siegal

Music Company: Andrew Kahn

“Grandma”

(first air: Jan 16, 2012)

“Marathon”

(first air: Jan 16, 2012)

Agency: RPA

ECD: Joe Baratelli

GCD: Jason Sperling

CD/Art: Chuck Blackwell

ACD/Copy: Ken Pappanduros

ACD/Copy: Damian Fraticelli (“Grandma” only)

Sr. Art Director: Jeni Stewart

Sr. Copywriter: Seth Prandini “Marathon”)

Agency Executive Producer: Gary Paticoff

Agency Producer: Lyndsey Wilson

Production Co: Park Pictures

Director: Lisa Rubisch

DP: Jim Frohna

Executive Producer: Mary Ann Marino

Line Producer: Laure Stevens

Production Designer: Ron Hellmann

Editorial Company: The Reel Thing

Editor: Joe Beshenkovsky

Assistant Editor: Scott Dearborn

Lead Flame Artist: Moody Glassgow

Executive Producer: Doug Klekner

Telecine Company: Company 3

Telecine Artist: Stefan Sonnenfeld

Telecine Executive Producer: Rhubie Jovanov

Title Design/Visual Effects: MassMarket

Managing Director: Jay Lichtman

Executive Producer: Lexi Stearn

VFX Supervisor/2D Lead: Kim Stevenson

VFX Supervisor/3D Lead: Chris Sage, Chris Eckart

VFX Producer: Scott Siegal

Audio Post Company: Lime

Audio Post Mixer: Loren Silber

Music Company: Good Ear Music Supervision

Music Supervisor: Andrew Charles Kahn

“Marathon” licensed music track: “22” by Wakey Wakey

Print

Launch: January 2011

Agency: RPA

EVP, ECD: Joe Baratelli

SVP, GCD: Jason Sperling

VP, CD/Art: Chuck Blackwell

ACD/Copy: Ken Pappanduros, Damian Fraticelli

Sr. Art Director: Jeni Stewart

Sr. Copywriter: Seth Prandini

Illustrator: Eric Cash

Typographer: Jeni Stewart

Photographers: Joe Carlson, Smith&Nelson

Digital Artist: Jeni Stewart

Leaplist.honda.com

Launch: 12/15/2011

Agency: RPA

ECD: Joe Baratelli

GCD: Jason Sperling

VP, CD/Art: Chuck Blackwell

ACD/Copy: Ken Pappanduros

Sr. Copywriter: Seth Prandini

Art Director Lead: Sarah Hass

Art Director: Daniel Lee, Noah Huber, Jeni Stewart

Program Director: Stuart Feinstein

Project Manager: Lian Jue

User Experience Lead: Pramit Nairi

User Experience Architect: Nuzi Barkatally

Junior User Experience Architect: Chuck McQuilkin

Developer Lead: Bradley Stone

Tech Director: Scott Westerfield

Producer: Lyndsey Wilson

Social Relationship Media Manager: San Tong

Interactive Marketing Director: Mike Margolin

About RPA

RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA’s client list includes American Honda, both the Honda and Acura brands, California Department of Public Health, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit

http://www.rpa.com

.

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA) trustcollective.com

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