31 YEARS CELEBRATING THE POWER OF IDEAS
-
SELECT WINNERS YEAR
- Home
- |
- Back to LIA Main Home
Corporate Name of Client: Acura
Client Account Director: Tom Peyton
Client Supervisor: Leila Cesario
Client Account Manager: Kelly Lynch
Agency Senior Account Executive: Kylie Mugg
Agency Account Director: Nicole Neopolitan
Agency Account Supervisor: Courtney Calvert
SVP Director of Strategy: Tom Donavan
Agency: MullenLowe U.S., Los Agneles
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Margaret Keene
Group Creative Director: Paul Foulkes
Copywriter: Chris Ford
Agency Producer: Dustin Oliver
Production Company: The Corner Shop, Santa Monica
Director: Peter Thwaites
Executive Producer: Anna Hashmi
Producer: Jay Shapiro
Director of Photography: Joost Van Gelder
VFX Company: Electric Theatre Collective, Santa Monica
VFX Supervisor: Ryan Knowles
VFX Producer: Kate Hitchings
Editing Facility: Work Editorial, Culver City
Editor: Bill Smedley
Editorial Producers: Marlo Baird/Barbara Healy
Assistant Editor: Ben Foushée
Colour Company: Electric Theatre Collective, Santa Monica
Colourist: Aubrey Woodiwiss
Sound Design Company: 740 Sound, Los Angeles
Sound Designers: Chris Pinkston/Rob Marshall
Sound Mixers: Stephen Dickson/Larry Winer
Music Performed By: Ex Machina
Song Title: Skin
Acura engineers have a unique philosophy on automotive safety. They don’t simply design vehicles to meet government standards; they build them to be safe enough for their own families. It is this belief that shapes Acura’s approach to vehicle development and leads it to consistently deliver vehicles that exceed the industry’s safety benchmarks. Safety, however, is a well-worn promise of luxury automakers. Many of Acura’s key competitors—such as Mercedes-Benz, BMW, and Audi—had been promoting their vehicles’ safety for decades before Acura was founded. These brands have so effectively communicated safety that many consumers have come to associate tier-one luxury with safer vehicles. So despite Acura being recognized as the first and only luxury brand to win top safety ratings across its entire model line, its mid-tier price has led to mid-tier safety perceptions among consumers. To illustrate Acura’s unique safety record and philosophy, we re-imagined a well-trodden convention of safety communications: the crash test. In “The Test,” we showcased how Acura engineers approach safety testing differently—with empathy and humanity, not just scientific rigor. Rather than demonstrate our vehicles’ capabilities, the spot shows the perspective of an Acura engineer who sees his crash test dummies as representative of his own family as he prepares a test. Our safety communications needed to communicate Acura’s safety record as well as elevate the brand. To do this, we leveraged a common cliché to change the conversation around safety, depose competitive communications, and shift consumers’ perceptions of Acura.