Through this week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.
At #3 in Interactive/Integrated, Wieden & Kennedy London delivered this breathtaking digital campaign for Honda, which featured an interactive film that showcased the "double lives" of a man as he drives a Civic and its wilder alter-ego, the Type R. Viewers could toggle back and forth between two stories on a YouTube video, one, featuring the more sedate life of a family man, and another the high-octane adventures of an undercover policeman.
Car brands are always trying to illustrate that their cars have different sides to their personalities (sporty vs. reliable, safe vs. cool, etc.). Toyota Japan tried it with an ad for its Hybrid Harrier in which two versions ran side-by-side on its website. But this new effort from Honda, via Wieden & Kennedy London, is the most brilliant example we've seen; while viewing the YouTube video, you can switch between two different version of events simply by holding down a key on your keyboard.
The film, directed by Somesuch's Daniel Wolfe (of Puma's "Dance Dictionary") centers around a guy driving two different versions of Honda's Civic -- the plain vanilla Civic and the new Type R Civic, which launches next year and will be positioned as the "wildchild alter-ego" to the hatchback. In one story, set in daylight, the protagonist is an easygoing Dad doing the school run; in the other version, set at night, he's leading a rather more exciting life as an undercover cop posing as a getaway driver. You can go back and forth between the Civic and the Type R simply by pressing the 'R' button on your keyboard; the two storylines are expertly mirrored with contrasting style and tone. The interactive experience was developed by Stinkdigital.
The film, which is for both Honda U.K. and Honda Europe, was filmed in Slovenia and Croatia, in case you're wondering about the stunning scenery (and the fact that our hero drives on the right).