ACURA

Art Direction, Campaign, Video

ABOUT THE APPROACH

Acura had an image problem. Standing squarely in the middle between luxury and economy, they needed a way to promote their unique value to the newly upwardly mobile millennials. While they had the value of Honda, or Nissan, they also had the quality and engineering of a BMW, or Audi, and fully featured base models. We needed to create a way to explain them they could drive away with a more aspirational brand while getting more than just a bang for their buck, more boom.