Overview

This was an integrated brand campaign for Honda's new hybrid car lineup, which was introduced to counter the national leading brand PRIUS, which goes 10 years ahead of the market. The unique technology made "competitive price" and "full-lineup strategy" possible and we named the lineup as "Honda Green Machine". Toyota established its image as the "inventor" of the hybrid, therefore our strategy was to position Honda as the "democrat" and successfully executed the debut campaign for the first Honda Green Machine, Insight.