See Things Differently

Acura has a long history of innovation, but one that often gets forgotten. With secret late-night meetings that laid the foundation for its split from Toyota, to being the first to market with a variety of features, the brand needed to make that history known.

At the same time, the Globe & Mail was putting together a new editorial and podcast series “I’ll Go First” that profiled Canadian innovators, the perfect opportunity to remind car buyers that Acura was built on innovation, too.

But rather than have a full-page ad interrupt the Globe’s editorial content, we enhanced it, by giving readers a chance to take innovation’s first step: seeing things differently.

The print drove readers to animated solutions on Acura’s social, which in turn linked to the podcast series.

For each of the 12 episodes, we recorded unique mid-rolls relaying chapters of Acura’s innovative history, creating the first ever podcast within a podcast.

Along the way, we broke through the traditional car ad clutter, garnering 16 million impressions, 300% more engagement than industry standard, and +10% innovative brand perception.

Recognition:
ADCC Awards:
Silver in Advertising Typography for “Good/Bad”
Silver in Newspaper Ad, Single for “Good/Bad”
Applied Arts:
Consumer Print, Series
Communication Arts:
Newspaper Ads, Series

Copywriter - Andrew Parsons
AD - Robin Soukvilay
CCO - David Crichton

Agency - Grip