Honda creates a symphony in motion to launch the new Civic with new campaign set to launch nationally this Sunday via Draftfcb Melbourne

Honda Australia, via Draftfcb Melbourne, is set to launch a new campaign to herald the arrival of the all new Honda Civic, based on a soundtrack composed entirely of sounds created by the car itself.

More than 65 different Civic sounds were recorded, from the deep thud of a car boot, to the burble of an exhaust note, to the electronics of its power door mirrors – all used to create the musical basis of this new campaign.

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The refinement of the Civic means it doesn’t just work well, but that every part works in perfect harmony. The tagline? The all-new Honda Civic: Symphony in Motion.

Draftfcb has created 45, 30 and 15 sec TV commercials, 60 sec Cinema, plus  Press, Magazine, Outdoor, and Dealer collateral.

Says Honda marketing manager Kevin Lillie: “I loved the idea from the minute it was presented. This communication matches Honda’s engineering – delivering precision whilst looking and sounding great. Everything in it works beautifully.”

Says Draftfcb Creative Director Mat Garbutt: “The Symphony in Motion campaign captures what it feels like to own and drive a Honda Civic – an utterly reliable car that runs like clockwork. To take something that is exceptional to drive, and morph it into something that is also exceptional to hear has been hugely satisfying for us and Honda.”

The original concept for the campaign was created collaboratively with DTDigital, Honda’s digital agency. An interactive ‘Civic Sounds Experience’, which will build on the campaign’s momentum, will launch on the 9th April.

“The campaign is also a great example of our creative agencies, Draftfcb and DTDigital, working seamlessly to bring the core idea to life,” said Lillie.

Agency: Draftfcb, Melbourne

Music: Turning Studios – Elliot Wheeler