STEP WGN SPADA
Magazine
Movie
STEP WGN SPADA
Imagine
Advertising campaign for HONDA’s minivan "STEP WGN SPADA." Combining generous space, advanced functionality, and refined design, the SPADA was presented as a vehicle that supports lifestyles from the everyday to the extraordinary. The campaign highlighted not only practicality but also its role in enriching daily life.
Across film and graphic executions, people were consistently shown approaching the SPADA from behind. These repeated back views symbolized diverse values and ways of living. By avoiding front-facing shots, the design left room for self-projection, aligning the camera’s view with that of the user and encouraging them to imagine life with the SPADA.
Moments with friends, the start of a workday, or quiet time alone—scenarios that resist being confined to one lifestyle. The SPADA was framed as “a space that fulfills everything you want to do,” embracing diversity. Positioned as a car open to all kinds of people, it suggests freedom of choice and the possibility of new directions for the future.
想像しよう
HONDAのミニバン「STEP WGN SPADA」の広告キャンペーン。ゆとりある広さと高い機能性、そして洗練されたデザインを兼ね備え、日常から非日常まで、多彩なライフスタイルに寄り添う一台の魅力を丁寧に描き出しました。クルマの実用性だけでなく、暮らしの豊かさを拡張する存在として位置づけています。
映像やグラフィックでは共通して、人々がスパーダに歩み寄る後ろ姿を数多く積み重ね、多様な価値観や暮らし方を象徴的に表現。人物の正面はあえて映さず、自己投影の余白を確保することで、カメラの視点がユーザー自身の視点として重なり、スパーダのある暮らしをよりリアルに想像させる効果を狙いました。
仲間と過ごす時間、仕事へ向かう瞬間、ひとりで静かに心を解き放つとき。ひとつの生き方に縛られない今だからこそ、「できることすべてを叶える空間」として、「STEP WGN SPADA」の世界観を提示しています。多様な人々に開かれた余白を持つクルマとして、未来に向けた自由な選択肢を示しました。
Client
HONDA Co., Ltd.
Creative Team
Exective CD : Yoshihiro Sato (Dentsu)
Exective CD : Yuji Sugitani (Dentsu)
Creative Director : Naoto Kawakami (Dentsu)
CM Planner : Naoto Kawakami (Dentsu)
Art Director : Yoshinaka Ono (Dentsu)
Copy Writer : Fumiko Ishida (Dentsu)
Strategic Planner : Ryo Kuribayashi (Dentsu)
Crative Producer : Tomoyuki Ebihara (Dentsu CF)
Account Exective : Ryuta Sogabe
Firm Producer : Kazuto Nakamura (AOI Pro.)
Firm Producer : Yoichiro HImata (AOI Pro.)
Production Maneger : Yohei Fujita (AOI Pro.)
Production Maneger : Ryo Ennyu (AOI Pro.)
Firm Director : Eiji Tanigawa (TOKYO)
Camera : Susan Stitt (artsitry)
Lighting : Daniel Michaud
Satylist : Lydia Zimnoch
Hair Make : Jane Heta
Editor : Dai Haga
Mixer : Hiroshi Nomur, Norio Kobayshi
CG : Kuroobi
Narrator : Keiichi Sogabe
Cordinator : Kanta Yamaguchi (Green Tea Film)
Designer : Shyota Kawakami (J.C.SPARK)
Photographer : Kenichi Sonehara (SPOON)
Retoucher : Kazuyo Oi (RIZING)
Photo Producer : Hayato Satomi (amana)
