RPA has launched a new integrated campaign for Honda highlighting the brand’s summer clearance event and attempting to spread summer cheer, under the face-palm worthy title “Summer Cheerance.”
To be fair, “Summer Cheerance” is at least memorable, however irksome the title may be. The campaign includes broadcast spots, print, digital, radio, “an abundance of smile-inducing videos, memes, GIFs and visual jokes via social media” and special events from August 4th until August 8th to promote the Honda Summer Clearance event. As part of the campaign, Honda will donate $100,000 to the Pediatric Brain Tumor Foundation.
“Summer Cheerance” launched today with an introduction video (featured above), as well as a series of short videos designed to be shared on social media to spread summer cheer. For example, one video shows a pig swatting its tail for six seconds, followed by the message “We hope this video added some cheer to your day” and promotes Honda’s event with the #Cheerance hashtag. Other videos include dancing dolphins, an exhausted puppy and an “Epic Gopher.” Additionally, the brand has teamed up with YouTube star Andrew Hales, who will promote the brand with two videos on his YouTube channel. Stick around for a few examples, along with credits, after the jump.
Credits:
Client: American Honda
Agency: RPA
EVP, CCO: Joe Baratelli
SVP, ECD: Jason Sperling
SVP, Chief Production Officer: Gary Paticoff
Creative Director: Nik Piscitello
Creative Director: Aron Fried
Art Directors: Melinda Keough, Michael Jason Enriquez, Craig Nelson
Copywriters: Kevin Tenglin, Laura Kelley, Adam Gothelf
Creative Interns: Dennis Haynes, Megan Leinfelder, Sarah Ross, Sarah Johnston
VP, Executive Producer: Isadora Chesler
Producer: Phung Vo
Director/Sr. Producer, Content: Mark Tripp
Production Intern: Rudy Wilson
VP, Program Director: Dave Brezinski
Sr. Project Manager: Linda Shin
SVP, Management Account Director: Brett Bender
SVP, Group Account Director: Fern McCaffrey
Account Supervisor: Adam Levitt
Account Supervisor: Alison Bickel
Account Executive: Katie Ahn
Account Assistant: Wendy Kleinberg
Social Media: Joanna Kennedy, Tyler Sweeney, Mike Goldys, Amanda Womack
Production Company: RPA
Director: Mark Tripp
Editorial: RPA
Editor: Wendy Sandoval