Wieden + Kennedy London has developed a set of idents for Honda to support the ‘Tour Of Britain’ which the car marque is sponsoring this year.
The idents, created by Sophie Lewis and Richard Hooker, ran around the race highlights programmes on ITV4.
The spots feature a series of Honda dealerships up and down the UK that support the Tour of Britian.
Dealerships from Yeovil in Somerset through to Blackpool are featured – and include a number of eclectic groups of Honda people from service staff, mechanics, caterers and salespeople.
Each ident is captured from the point of view of a bicycle passing by. The idea echoes the way in which people come out and view a bike race as it passes.
The spots aims to show the diversity and the depth of presence that Honda have in many communities around the country, featuring the places, people and environments of real Honda employees.
Richard Hooker, Wieden + Kennedy said, “This was a great opportunity to show a different aspect to Honda, the people more on the service side.”
As one of the main sponsors of the race, Honda has donated 50 cars to the Tour which will be transporting supporters of the race