Honda goes Off the Grid

The latest work for Honda by Wieden + Kennedy is an interactive online experience that takes its cues from the way Street View allows users to move and look around a 360 degree photographed environment. Only there’s no streets here…

The latest work for Honda by Wieden + Kennedy is an interactive online experience that takes its cues from the way Street View allows users to move and look around a 360 degree photographed environment. Only there’s no streets here…

The Off the Grid experience allows users to leave a virtual art gallery by following a Street View style red line on the floor through a hole in the wall (shown above). Click the arrow to venture forth into the unknown and discover the interior of a glacial ice cave or an underwater reef artwork or a junkyard for old Las Vegas neon signage.

At every step of the way, you can move the camera through 360 degrees to explore each environment and look around. The journey doesn’t always travel along a flat surface…

The idea is that the ad demonstrates how refreshing exploring new territory can be. Off the Grid is the third interactive experience W+K London has created to support the Honda Civic’s pan-European campaign, The Great Unknown, with all of the executions (including The Experiment which we posted about a few weeks ago) looking to relay or mirror the journey that the Honda engineers went on to explore new approaches to car design to create the 2012 Honda Civic.

Wieden + Kennedy worked with production company Partizan and director Michael Geoghegan who directed the action shot by specialist film company TTX who provided the 360 degree camera equipment, and yellowBird who created the 360 degree player.

To check out Off the Grid for yourself, visit youtube.com/hondacivicUK

There is, of course, a making-of film – which explains a little more about the various film locations:

Off the Grid credits

Agency Wieden + Kennedy, London
Creatives
Lisa Jelliffe, Kirsten Rutherford
Agency producer
Matthew Ellingham
Digital producer
Kieran Weir
Creative directors
Chris Groom, Sam Heath
Interactive creative director
Gavin Gordon-Rogers
Designer
Jon Harris
Executive creative directors
Tony Davidson, Kim Papworth
Account team
Vicki Sales, Paulo Salomao, Joe Thomson
Project manager
Marc D’Abreo
Community manager
Matt SimpsonPlanner Kevin Chesters

Music Human

Production company Partizan
Director Michael Geoghegan
Producers Louise Gagen, Darren Goldberg

360º filming TTX
D.O.P Jon Boyce
Technical advisor Andrew Yardley

360º player yellowBird

 

 

CR in Print

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