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Acura: Acura Brand Campaign - Oil
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Acura’s brand campaign, “The most innovative thinking you’ll find, you’ll find in an Acura,” was developed by Acura’s agency of record, rp&, Santa Monica a division of RPA, to help increase awareness and opinion for the brand by demonstrating Acura’s passion and engineering through each of its vehicles.
The technologies that we are describing in this campaign, and the science behind them, are in many not-so-obvious ways, quite beautiful. And because the subject matter of each spot is very technical and engineering-based, we liked the idea of having the actual setting of this campaign help accentuate the more beautiful side of the technologies. With that in mind, we aimed to make each spot feel as if the viewer was stepping into an art installation in a gallery space, with the technologies as the works of art. With each technology we considered how an artist might truly install the art in a real gallery space and then did our best to emulate that approach. (Eric Goldstein, Senior Art Director, rp&)
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