Monday, December 6, 2010

Insight: The hybrid generation that breeds a new way of thinking.

Well, it's a wrap. All the hard work for the past quarter, put into the launch of the new Honda Insight has finally paid off. To be honest, the production timeline was super tight but we finally saw everything come together. And it's the reason why I'm doing this again and again and again ;)

I can't help it. Of all the cars that we have launched for Honda, Insight somehow seems to strike the closest chord in me. I guess it isn't just because it's a hybrid that's in trend right now, but more so due to it being a real challenge to distill the right message for the public since eco is still a superficial concept in Malaysia. Honda almost never does anything trendy just for trend sake. We really believe that Insight was a noble brainchild - the world's most affordable hybrid (at time of blogging). But the problem was it wasn't really true in Malaysia. And then the wind changed when the government announced the latest status for hybrid tax incentives. Having said that, Insight will never be a 'people's car' in this market due to its price tag. But from the way we saw it, it stood for something bigger than just Ringgit and sen. It is an idea that beckons a new kind of thinking that will help change the world, little by little, starting from our everyday choice, starting from the moment we sit inside our car and drive to work every morning.


Simplicity really makes our life cleaner and more efficient. And simplicity need not be boring and monotonous. Simplicity as defined by Honda has an element of excitement. And that brought to life in design form is known as the Insight. It's a product that doesn't just represent a new wave of engine technology that's collecting global spotlight. It is a concept that embodies a new way of thinking. Of using only what we need. No more big bulky flashy badge vehicles. But a compact that is simple, light weight and fun to drive at the same time. Insight is a kind of concept that teaches people how to 'un-drive' the way they did before and inspires them to do their part, no matter how small, their effort is always significant in volume. The way we saw it, the Insight represented a new kind of movement that is accessible to all. No more cumbersome technology that makes you pay for super futuristic elements that don't need to be there. Just keeping it simple. Simple to run, simple to care for, simple for everyday driving that is fun.

Welcome to the Insight Generation. Seriously, you should join us and watch the world change ;)


Just wanna do some honorary credits by thanking the entire team behind the Insight Generation campaign. Simply because I know how much effort each and everyone of them had put in.

Jacq - For being a super stylist and making the Insight Generation look so awesome in their simplicity
Terence - For being there and providing that sense of assurance that everything will run
KW - For being the 'rock' that grounds everyone and controlling our cost which if left to me and the creative, Dentsu would have gone bankrupt :)
Rizal and V - For the craftsmanship and the 'extra' entertainment ;) as well as for inspiring the creative energy from others (thank you for putting up with MY sh*t!)
Motoki - For ensuring the CI of our client is always treated with utmost care and respect
Carrot Films, especially An, Jefferi and Lani - For putting up with our collective sh*t and being so patient with us and of course, for such a well-made film
2 a.m - For being there and really delivering based on that trust
Pixel Post - For that commitment to deliver and just being awesome
LV - For the roving team who tirelessly gives out the potted plants, always with a smile
e-motion - For living up to that spirit of challenge and putting together another great video over night!

And last but not least, to Honda - For feeding our creative energy with your gracious support.

Seriously, seriously. Thank you.

I have an Insight, do you?

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