RPA launched their “Start Something Special” campaign for Honda (somewhat disappointingly) with the story of Mairead and Kevin’s very Irish wedding and their “Thank You” TV spot. The latest in the campaign is a lot more interesting.
The spot highlights 105-year-old Civic driver Edythe Kirchmaier, who really is something special. Edythe spends her autumn years helping people in need: she has been volunteering for Direct Relief for around 40 years. She learned to drive, at the age of 16, in 1924 on her uncle’s Ford Model T. Even more amazingly, she has maintained a perfect driving record her entire life — without so much as a parking ticket. She’s also the oldest registered user on Facebook, which she uses to dispense wisdom gleaned from over a century of experience. This latest addition to Honda’s “Start Something Special” series shows the potential in this kind of campaign. It’s the kind of story people want to hear and can’t wait to share. Hopefully it’s a sign of things to come from RPA, although I get the feeling this will be the highlight of the campaign. Edythe’s story launches today at #StartSomething stories. Credits after the jump.Credits:
Launch 11/12/13
Agency: RPA
Co-founder: Gerry Rubin
CCO: Joe Baratelli
SVP, GCD: Jason Sperling
VP, Creative Social Media Director: J. Barbush
Social Media Copywriter: Jenaca Holmes
Art Director Intern: Craig Nelson
Director/Sr. Producer – Content: Mark Tripp
Production: RPA
Director: Mark Tripp
DP: Stephen Carmona
Editorial: RPA
Editor: Wendy Sandoval