STEP WGN
Ride together, talk together, as a family.
Advertising campaign for Honda’s minivan “STEP WGN.” Long cherished as a family staple for its spacious interior and ease of use, the STEP WGN was positioned not merely as transportation but as a companion to contemporary family life.
With families spending less time together, the enclosed space of a car becomes a rare setting where they can relax naturally. The STEP WGN was framed as “a place where family grows,” its spaciousness, comfort, and flexibility encouraging spontaneous conversations, smiles, and deeper bonds in daily life.
Even without special occasions, simply riding together connects time and space into shared memories—where the act of being together matters more than the destination. Talking, laughing, even arguing, the campaign embraced every form of family, portraying the STEP WGN as a quiet supporter of irreplaceable everyday life through film and graphics.
乗ろう、話そう、家族で。
HONDAのミニバン「STEP WGN」の広告キャンペーン。広い室内空間と快適な使い勝手で支持されてきたステップワゴンは、家族の定番車として長年親しまれてきました。その確かな魅力を基盤に、単なる移動手段を超えた新しい価値を描き出し、これからの家族に寄り添う存在であることを示しています。
家族で過ごす時間や場所が限られるいま、クルマという閉じられた空間は、家族が自然体でいられる大切な場でもあります。ステップワゴンを「家族を育む場」として位置づけ、その広さと快適性、そして自由度が自然な会話や笑顔を引き出し、日常の中で絆を深めていく様子を表現しました。
特別なイベントがなくても、乗るだけで時間と空間がひとつにつながり、行き先よりも共有そのものが思い出になる。話して、笑って、ときにケンカをして。あらゆる家族のかたちを肯定し、かけがえのない日常をそっと支える存在でありたいという想いを、CMやグラフィックに込めました。
Magazine
Client:
Honda Motor Co., Ltd.
Credits:
Executive Creative Director: Yoshihiro Sato (Dentsu)
Executive Creative Director: Yuji Sugitani (Dentsu)
Creative Director: Naoto Kawakami (Dentsu)
CM Planner: Naoto Kawakami (Dentsu)
Art Director: Yoshinaka Ono (Dentsu)
Copywriter: Fumiko Ishida (Dentsu)
Strategic Planner: Ryo Kuribayashi (Dentsu)
Creative Producer: Tomoyuki Ebihara (Dentsu CF)
Designer: Shyota Kawakami (J.C.SPARK)
Account:
Account Executive: Kota Matsushige (Dentsu)
Account Executive: Norifumi Araki (Dentsu)
Account Executive: Haruka Miyata (Dentsu)
Film:
Film Producer: Kazuto Nakamura (AOI Pro.)
Film Producer: Masaomi Watanabe (AOI Pro.)
Production Manager: Kei Ota (AOI Pro.)
Production Manager: Natsumi Ushijima (AOI Pro.)
Film Director: Junpei Kojima
Cinematographer: Naoki Noda
Gaffer: Kayoko Maegawa
Stylist: Kazuki Yunoki
Hair & Makeup: Ayako Sudo
Production Designer: Momoko Nakamura
Editor: Yukio Sakamoto
Mixer: Toru Komatsu
Narrator: Takashi Yamanaka
Photography:
Designer: Shyota Kawakami (J.C.SPARK)
Photographer: Takakazu Aoyama
Retoucher: Kazuyo Oi (RIZING)
Photo Producer: Hayato Satomi (amana)
