Dentsu Utama recently rolled out an art mural at the KLCC Convention Crossing for Honda Malaysia, featuring the illustration of three local artists who collaborated to express the Honda Hybrid way of thinking.
The OOH idea was sparked by MediaVest Malaysia, Honda Malaysia’s media agency, to explore new ways of connecting with younger consumers and advocate awareness on sustainable living. Creative duties were led by Dentsu Utama who had earlier rolled out a series of
communication initiatives to launch the Honda Hybrid Family comprising of the All-New Jazz
Hybrid, New Insight and CR-Z.
The art mural highlights Honda’s hybrid technology through the “Naturally Driven” campaign
that launched the new Honda hybrid models earlier this year and reinforces Honda’s
commitment to environmental conservation for a sustainable Earth.
Three local artists – Donald Abraham, Orkibal and Azeem Idzham – were selected to work
on the art mural spanning more than 41m of the KLCC Convention Crossing’s walls. The
collaboration brought each artist’s energy to live with vibrant imageries of nature which also
incorporated elements from Honda’s hybrid campaign, “Naturally Driven”.
According to Dentsu Utama’s Vice President Hideo Katakura, the hybrid of creative ideas
between the brand, Honda, the agencies and the artists were instrumental in creating the final
masterpiece – a cheerful work of art that promotes the abundance of nature.
“It is a fun way to promote the Honda Hybrid Thinking which is essentially about fun driving,
eco living and fuel saving. The launch of the Honda Hybrid Family was a great success and
we hope this initiative will continue to strengthen the Honda Hybrid’s brand image among
Malaysians,” says Mr. Katakura.
The Honda Hybrid art mural will be on display at the KLCC Convention Crossing for six months
until November 2012.