Designed for Joy
A holistic brand platform introducing Australia to Honda’s renewed focus on customer experience. Featuring a colloquial tone and squeaky clean aesthetic, every element is meant to mirror the seamless and joyful experience of owning, driving and even servicing a Honda.
If you had to define Honda’s new joyful tone of voice (and I did) you might say it sounds a little something like this…
Simple
We only say what needs to be said. Nothing more. Nothing less. No big words or flowery language.
Human
When we speak at length, we act like we’re carrying on a conversation—an interesting and enjoyable one.
Joyful
We want to make you smile. Words and expressions that evoke joy help us keep everything simple and engaging.
Honda brochures were completely overhauled. Lengthy car jargon and serpentine mountain roads were out. Only the most interesting and useful bits went in.
A more joyful, less-is-more approach was applied at every turn—from the Honda website to OOH, even retail.
No touchpoint was left unturned as we created a car jargon-free CRM program to speak to customers at every stage of their car buying journey.
Agency: Leo Burnett Melbourne
Role: Associate Creative Director, Copywriter
Creative Collaborators: Chris Jovanov, Matt Caminiti, Jason Williams