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In recognition of Honda's 9th Generation Civic, Tier10 Marketing has developed a "heritage" video, aimed to create a visual experience that best represents the theme: "One Car. A Million Stories." The Honda Civic has gained notoriety because of its widespread demographic appeal and longevity. Tier10 celebrates this 9th Generation Civic by creating an integrated viral video campaign that explores the evolution of the Civic.
Tier10 Marketing's Creative Director Scott Rodgers explains, "Personifying the Civic by instilling emotion was objective one. Bringing in a human element accomplishes two things: it promotes a generational feel and connects the Civic with it's far-reaching fan-base. Capturing the Civic's evolution in correlation with the various people featured in the video was key in attaining the correct tone."
The video incorporates vintage commercial footage of the 1978 Honda Civic to present-day models. An edit composed of new and old Civics, with a progressive pace, allows for 30+ years of the Honda Civic to be showcased in 90 seconds.
Shot on a Canon 7D, the video taps into a technology being utilized by the likes of The Jay Leno Show, House, and Saturday Night Live. The choice to use DSLR technology was deliberate, speaking to the Civic's universal, grass-roots appeal. DSLR cameras like Canon's 7D and Nikon's D3s has brought high quality video to the masses at an affordable price.
A collaboration with Grammy award-winning Dirty Vegas brought an important emotional element. The video features the song, "Today," a progressive pop composition. There's a delicate bass beat that builds throughout, ultimately helping the story come through. The song lends a sense of nostalgia, a key element needed for the tone of this short video.
The video's Producer and Editor Joseph Olesh adds, "The video should leave the viewer wanting to see more. My experience producing this video has made me a big fan of the Civic. My hope for the video is one that inspires viewers to investigate the Civic's proud history and even take a test drive of their own."
Honda Civic customers span the spectrum of automotive drivers. They are high school graduates and college students, families with young children, schoolteachers, and environmentalists. The video pays homage to these Civic owners, young and old. See http://www.facebook.com/newcivic for more information.
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Source: http://andoniscars.blogspot.com/2011/07/happy-39-civic.html
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