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
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
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