Honda: Dream Factory - The Full Story
Dec 21 by Jonathan Emmins
Brand thinking
Honda: What dreams are made of...
The Power of Dreams
To celebrate the launch of the CR-Z, the world's first sporty hybrid coupe, Amplify joined forces with Honda to share the inspiring story of The Power of Dreams. Tasked with specifically targeting The Urban Intelligence (the city dwelling opinion formers of today) our campaign centred activity at the very heart of this tribe.
The Dream Factory
Coined The Dream Factory, we championed a collection of today's most exciting cultural innovators, fondly referred to as Cultural Engineers. To help us recruit a diverse and stimulating mix we collaborated with a team of ‘Cultural Leaders', well loved industry figureheads with the authority on what ground breaking work looks like.
We took the three key traits of the CR-Z, and translated them into values that appeal to this audience. Sporty became fun, hybrid became modern conscience and coupe became good design. In line with The Power of Dreams philosophy, we wanted to celebrate those ‘do-ers' who represented one or more of those traits, and inspire others to follow their own dreams.
Our Cultural Leaders
They were Danny Miller, Publisher of Little White Lies and Huck, and Founder of creative agency, The Church of London; King Adz, street culture aficionado and creator of The Urban Cookbook; Shane Walters, co-founder and creative director of contemporary digital arts organisation, onedotzero; Eugenie Harvey, founder of We Are What We Do, Mandi Lennard, fosterer of fresh talent and founder of Mandi Lennard PR and Honda's CR-Z project leader Mr.Tomobe-san.
Our Cultural Engineers
The rich wealth of talent of our Cultural Engineers extended across the cultural spectrum. Collective Agents of Change, artist Benedict Radcliffe and environmental consultant John Grant are just a few examples of the 20 names on board.
www.dreamfactoryuk.com
Dreamfactoryuk.com provided an online hub to the whole of the campaign, telling the story from start to finish. Viewers were able to gain insight into the incredible stories of our Cultural Engineers and Leaders, keep up to date on some of today's most exciting cultural goings on via our blog, enter a variety of enviable Dream Factory competitions and find out more about the CR-Z. Guests who signed up to the Dream Factory mailer got to be one of the first to hear about the Dream Factory updates throughout the campaign.
The Book
We ensured the enduring stories of our Cultural Engineers left an indelible imprint on the cultural landscape by documenting their ‘movements' through a limited edition Dream Factory annual. 1,000 limited books were curated and designed by TCOLondon, long term collaborator of Amplify, and the creative agency founded by Cultural Leader Danny Miller.
The Exhibition
A Dream Factory exhibition, ran from 21st to 30th May at Dray Walk Gallery, bringing to life the product of the power of dreams, with the stories and exhibits of our Cultural Engineers on show for all. Guests were invited to kick back and relax in the Dream Factory cinema watching ‘shorts' selected by the likes of Fabian Rigall of Secret Cinema and Cath Le Couteur of Shooting People, be one of the first few to explore the CR-Z as well as view work by the likes of Kevin Harman, Pants To Poverty, Cola Life and Art Against Knives. The lucky ones that made it down to the launch night experienced a live performance by Radio 1 DJ and Cultural Engineer Nihal Arthanayake, got sight of Cultural Engineer and curator Tina Ziegler's ‘one to watch' Mr Penfold bring to life his view on the power of dreams through life art, while also being able to mingle with all the Cultural Engineers and Leaders involved in the exhibition.
Workshops
Additionally guests were invited to share in the inspirations of our Cultural Engineers through a series of workshops. Partnering with Wieden & Kennedy (Honda's Ad agency) we utilised their creative hub Platform to provide the setting for sessions by both Agents of Change and Paulina Bozek. The Dream Factory exhibition space transformed into a workshop session for John Grant and played host to a private screening night hosted by cinema aficionados Little White Lies.
Following on from London, the workshops rolled out across the UK, with Brighton's gig venue Jam providing the perfect setting for Chris Wheeler and The Hertitage Orchestra.
The following week we moved on to Bristol and played host to Tom Podkolinski who gave us an insight into his eco surfwear designs before we moved on to Glasgow and local artist Kevin Harman who shared his extraordinary story and inspirational projects.
