Honda Archives - Baker Street
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Baker Street
August 27, 2020
Brian Bacino

Let’s Save This Summer!

By:

Hey! Let’s save this summer!

That was the idea behind our new Labor Day campaign for Honda conceived by Sarah Inglis and Lesly Pyle. Let’s face it. This summer has sucked like none other. Really, the best thing you can do is pile your inner circle into a Honda and enjoy a road trip with fewer stops and plenty of safety. So, we invented the Honda Safe Adventure — a road trip you can take with only one stop for gas. And thanks to Honda’s amazing MPGs, one fillup can provide a ton of fun.

Our campaign takes the form of a travel log — a family vacation scrapbook. With a playful hand–made visual style, we remind folks that buying a new Honda is the best way to save this summer.

“Rashida’s Honda Safe Adventure” :30

“Kids’ Honda Safe Adventure” :30

“Civic Safe Adventure” :15

“CR-V Safe Adventure” :15

Online Banners

Agency Credits | Baker Street Advertising
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Creative Director/Campaign Art Director: Sarah Inglis
Copywriter: Lesly Pyle
Digital Art Director: Anne To
Producer: Brody McHugh
Account Director: Tracey Pereira
Account Executive: Julian Cagonot
Assistant Account Executive: Jordan Leet
Media Director: Glenn Yajko
Digital Media Director: Jason Cantor
Broadcast Director: Shelly Kalianis
Digital Ad Ops manager: Christina Cruz
Senior Broadcast Media Buyer: Cel Vital Bella
Media Broadcasting Buyer: Tracey Tschappat
Assistant Media Buyer: Indira Valladeres

Video Production Credits | Bent Image Lab
Directors: Chel White and Patrick Coan
Executive Producer: Ray Di Carlo
Producer: Rebecca Wells
CG Artist: Andrew Dieffenbach
Compositor/2D: Barna Howard
Editor: Brent Heise
CG Coordinator: Byron Gilmer

Audio Production Credits | One Union Recording
Sound Engineers: Andy Greenberg and Joaby Deal

Automotive Marketing, Branding, Brian Bacino, Creative Chief B2, Digital Marketing, Holiday Advertising, Honda, Uncategorized

July 27, 2020
Brian Bacino

Almost forgot. We won an Addy!

By:

I guess we’ve had a few things on our mind. When we won an ADDY for our “Honda is Family” multi-media campaign earlier this year we were like: “Yeah!!! Great win!” Then we went to the award show in March. Almost nobody came. COVID kicked in and the following week we were all on lockdown. Nobody was in the mood to celebrate. But a few months later we look back and realize: “Yeah! That was a great win!” And, ironically, the message has never been more relevant: No matter what may come, you count on family. And California families count on Honda. Just ask anyone who owns a Honda.

“Father and Son”
:30
An epic road trip turns into a 15-year-long tradition. And the Honda Accord is always there. But blink and you’ll miss it.

“Neighborhood Pride” :41
An entire neighborhood reminisces as a 16-year-old embarks on her first solo drive in a new Honda Civic.

“Winning on the Road” :30
A team of undersized basketball players gain a competitive edge from the superior sound system of a Honda Pilot.

“Save the World” :30
This is Susan. Susan really, really, really, really cares about the environment. That’s why Susan drives a Honda Insight Hybrid.

In-Dealership Point-of-Sale Posters:

Online Banners:

Credits, Baker Street Advertising:
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Director of Client Solutions: Christine Rodriguez
Senior Account Executive: Sarah Danaher
Media Director: Glenn Yajko
Broadcast Director: Shelly Kalianis
Media Supervisor: Jena Benzel
Senior Broadcast Media Buyer: Cel Vital Bella
Assistant Media Buyer: Indira Valladeres

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Mission Film & Design
Flame Artist(s): Ethan Chang, Deron Hoffmeyer, Ntropic
Executive Producer: Luke Watson, Ntropic
Producer: Emily Rivvers, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Automotive Marketing, Branding, Creative Chief B2, Honda, Qualitative Research, Quantitative Research, Uncategorized

December 27, 2019
Brian Bacino

Look What Santa Left Under The Baker Street Tree!

By:

Four Gold Communicators, and a Silver Telly, which is ironically the top Telly, despite its hue, and 4 Bronze Tellys, which are actually second place, along with another Communicator of Distinction.

Complicated and perhaps meaningless, but it gives us a chance to celebrate the creative we are proud of and the people that helped make it. So without further ado, the winners:

1. Honda “Gingerbread Man” :30 TV Spot

— Gold Communicator Winner | Category: Use of Animation

— Bronze Telly of Distinction Winner | Category: Automotive Advertising

We certainly were not the first to employ a gingerbread man as a spokes-character, but matching Honda’s legendary safety features and gas mileage to the primal survival of a gingerbread man fearing a cannibalistic demise…well, that earned top honors.

2. NCAA College Football National Championship “Guess Who’s Coming” :30 TV Spot

— Silver Telly of Excellence (Top Award) Winner | Category: Best TV Commercial

We gamified last year’s College Football Playoff National Championship game by creating an iconic, interactive billboard that invited fans to make predicitons. Then we filmed it. Then we got this cool trophy.

3. Honda “Dream Commute” :30 TV Spot

— Gold Communicator Winner | Category: Best Use of Animation

— Bronze Telly of Distinction Winner | Category: Best Use of Animation

The animation from our friends at Bent in Portland won the awards, but the song, “Shaboom” performed by the Chords stole the show, along with a clever story from the Bakers.

4. Honda “Time Machine” :30 TV Spot

— Silver Communicator Winner | Category: Best Copywriting

— Bronze Telly of Distinction Winner | Category: Best Copywriting

The dumbest metaphor of the year — that Honda’s “No Payments for 90 Days” sale was the equivalent of a magic time machine, earned top writing honors with the judges. So dumb.

5. Honda Hispanic “Siempre Contigo” :30 TV Campaign

— Gold Communicator Winner | Category: Best TV Campaign: “Antonio’s” :30, “Floaties” :30, and “Missing Monkey” :30

Our Hispanic brand campaign for Honda, translates to “Always with You” and has resulted in category-defying sales results for the last 4 years. Our latest three chapters tapping into emotional truths among Hispanic families earned gold from the American judges.

6. Hotel Nikko “Stay in the Moment” Campaign

— Gold Communicator Campaign Winner | Category: Best Print, Outdoor, and In-Hotel Print & Poster Series Campaigns

Hotel Nikko offers a Zen-like experience — they pride themselves in providing guests an elevated level of service that never calls attention to itself. We want our guests to enjoy their experience without distraction, inviting them to “Stay in the Moment.”

National Geographic Campaign: UK Audience

Out-Of-Home Posters to Promote Restaurant ANZU

In-Hotel Print & Poster Series

_________________________________________________

1. Honda “Gingerbread Man” :30 Credits

Baker Street Advertising Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Copywriter: Michael Williams
Art Director: Sarah Inglis
Producer: Brody McHugh
Social Media Video Editor/Copywriter: Harrison Chapman
Social Media Animator: Xavier Li
Creative Manager/Social Media Copywriter: Lesly Pyle
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Senior Account Executive: Lisa Coonts
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Colorist: Roger Krakow, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Animation Production Credits:
Animation Director: Joshua Cox, Bent Image Lab Partner/Executive Producer: Ray DiCarlo, Bent Image Lab
Producers: Brianna Vitale, Bent Image Lab
Editor: Brent Heise, Bent Image Lab

2. NCAA College Football National Championship “Guess Who’s Coming” :30 Credits

Baker Street Advertising Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Copywriter: Bob Dorfman
Art Directors: Corey Stolberg/Jason Wong
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Group Account Director: Dan Nilsen
Account Supervisor: Nick Spillner
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino
Executive Producer: Michael Pickman-Thoon, Rough House Editorial
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Post Producer: James Hagedorn, Rough House Editorial
Audio Mixer: Jeremiah Moore, Rough House Editorial

3. Honda “Dream Commute” :30 Credits

Baker Street Advertising Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Copywriter: Harrison Chapman
Art Director: Sarah Inglis
Producer: Brody McHugh
Social Media Animator: Xavier Li
Creative Manager: Lesly Pyle
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Lisa Coonts
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Directors: Solomon Burbridge and Joshua Cox, Bent Image Lab
Executive Producer: Ray Di Carlo, Bent Image Lab
Director of Photography: Kevin Fletcher, Bent Image Lab
Editor: Brent Heise, Bent Image Lab
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Post Producer: Michael Pickman-Thoon, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

4. Honda “Time Machine” :30 Credits

Baker Street Advertising Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
TV Copywriter: Brian Bacino

Art Director (All Media): Sarah Inglis
Radio & Social Media Copywriter/Social Video Editor: Harrison Chapman
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Account Supervisor: Megan Boland
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Graphics: Eric Stafford, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

5. Honda Hispanic “Siempre Contigo” Credits

Credits, Baker Street Advertising:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Copywriter: Claudio Martinez-Valle
Art Director: Ken Woodard
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Senior Account Executive: Megan Boland
Senior Strategist: Howie Leibach
Media Broadcasting Supervisor: Sheila Taylor
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Tamara Treu, Ntropic
Senior Flame Artist: Amanda Amalfi, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

6. Hotel Nikko “Stay in the Moment” Credits

Client Credits:
VP/General Manager: Anna Marie Presutti
Director of Marketing and Revenue Strategy: Jeanne Ferrari
Associate Director of Marketing: Dani Ortega

Agency Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer/Copywriter: Brian Bacino
Art Director: Ken Woodard
Copywriter: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King

Accolades, Automotive Marketing, Awards, Baker Streeters, Brian Bacino, Creative Chief B2, Holiday Advertising, Honda, Hotel Nikko, Sports, Sports Marketing, Uncategorized

October 27, 2019
Brian Bacino

Discovery, Strategic Discipline and the Mighty Creative Multiplier

By:

Baker Street’s new integrated digital and broadcast campaign for Northern California Honda Dealers is arguably our finest moment, resulting in the most inspiring and effective Tier 2 Auto Dealer Association advertising in the country, helping our Clients outpace all competition in the region.

The campaign delivers relevant consumer benefits, an enticing and urgent, yet thoughtful offer, all wrapped in an emotional story worth watching, magnified by the importance of family: “Honda is Family. Ask Anyone Who Owns a Honda.” And it was built, brick by brick, using Baker Street’s proprietary process of discovering behavioral opportunities and measuring a benefit’s ability to lift consumer interest, then creating clever, emotional work that people remember and respond to at rates that outpace the industry average.

“Father and Son” :30 — An epic road trip turns into a 15-year-long tradition. And the Honda Accord is always there. But blink and you’ll miss it.

“Neighborhood Pride” :41 — An entire neighborhood reminisces as a 16-year-old embarks on her first solo drive down the street she was raised in a new Honda Civic.

“Winning on the Road” :30 — A team of undersized basketball players gain a competitive edge from the superior sound system of a Honda Pilot.

“Save the World” :30 — This is Susan. Susan really, really, really, really cares about the environment. Susan drives a Honda Insight Hybrid.

Credits, Baker Street Advertising:
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Director of Client Solutions: Christine Rodriguez
Senior Account Executive: Sarah Danaher
Media Director: Glenn Yajko
Broadcast Director: Shelly Kalianis
Media Supervisor: Jena Benzel
Senior Broadcast Media Buyer: Cel Vital Bella
Assistant Media Buyer: Indira Valladeres

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Mission Film & Design
Flame Artist(s): Ethan Chang, Deron Hoffmeyer, Ntropic
Executive Producer: Luke Watson, Ntropic
Producer: Emily Rivvers, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Automotive Marketing, Branding, Creative Chief B2, Honda, Qualitative Research, Quantitative Research, Uncategorized

October 30, 2018
Brian Bacino

Stupid Fresh Time Machine Idea for Honda

By:

OK, this is the dumbest thing we’ve ever done for Honda. I think it’s my favorite.

Tasked with a straight-forward, shout-from-the-rooftops brief: “buy any new Honda now and pay nothing for 90 Days,” we created this clever notion that for a limited time, Hondas are like magic time machines.

Which, of course, means you can buy a Honda today and have enough time to grow ridiculous beards, hairstyles and give birth to your baby before you have to pay.

We imagined 90 days passing before your eyes, but rather than invest in special effects, we went with dumb jump cuts that make you smile. No matter how many times we see the joke, it’s a smile and a reminder that you can get any new Honda right now and pay nothing for 90 days.

We had some fun with our social messaging too, including the best Facebook header ever, if you like wagging dog tails:

Facebook Cover Video:

Social Media Social GIF: Civic

Social Media Social GIF: Accord

Social Media Social GIF: CR-V

Social Media Social GIF: Kelley Blue Book

And one of our better radio spots of the year was inspired by the most famous time machine ever — The DeLorean.

Baker Street Advertising Credits:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
TV Copywriter: Brian Bacino
Art Director (All Media): Sarah Inglis
Radio & Social Media Copywriter/Social Video Editor: Harrison Chapman
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Account Supervisor: Megan Boland
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Graphics: Eric Stafford, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Accolades, Awards, Brian Bacino, Creative Chief B2, Honda, Uncategorized

October 9, 2018
Jena Benzel

This just in…Baker Street Advertising Snags SMARTIE for Hispanic Mobile Media Effort

By:

Baker Street’s multi-channel Siempre Contigo Hispanic Media effort for Honda continues to get attention, this time winning a SMARTIE Award for outstanding Mobile Amplification and Location-Based Targeting.

Check out the award video, created by our partners, Clear Channel OOH, to see how our Media Bakers are blending cutting-edge mobile technology and old school Out Of Home to create dramatic results.

OOH Board | Odyssey

OOH Board | CR-V

Before winning the SMARTIE Award, Baker Street’s media caught the eye of Dealer Marketing Magazine in this article that appeared in our blog post from July 2018.

Credits, Baker Street Advertising:
President: Jack Boland
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Art Director: Ken Woodard
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Account Supervisor: Megan Boland

Accolades, Awards, Baker Streeters, Digital Marketing, Honda, Uncategorized

August 2, 2018
Brian Bacino

It Takes a Village to Raise a Trophy

By:

It takes a village to raise a trophy – a village of dedicated, creative thinkers in every department – planning, media, account, creative and production – along with great clients.

Our Baker Street Advertising village scooped up 6 Communicator and 5 Telly Awards, as two of the nation’s prestigious advertising awards announced their winners.

Below is a breakdown of the awards and the celebrated work:

Communicator Awards:

SF Giants Interactive Campaign | Gold
— “We Are Sundays
— “Two For Tuesdays
— “Day Baseball
— “Orange Fridays

SF Giants :30 TV Spot | Gold
— “Meet the Closer

NorCal Honda Online Campaign | Gold
— “Civic Reasons
— “Speed vs. Space
— “Iceberg
— “Run The World

NorCal Honda Craft in Copywriting | Gold
— “Civic Reasons

NorCal Honda Online Animation | Gold
— “Iceberg

NorCal Honda Online Promotional Video | Silver
— “Speed vs. Space

Telly Awards:

SF Giants Interactive Campaign | Gold
— “We Are Sundays
— “Two For Tuesdays
— “Day Baseball

SF Giants :30 TV Spot | Gold
— “Meet the Closer

SF Giants Interactive Film | Silver
— “We Are Sundays

SF Giants Interactive Film | Silver
— “Orange Fridays

NorCal Honda Online Campaign | Bronze
— “Civic Reasons
— “Speed vs. Space
— “Iceberg

NorCal Honda | Pre-Roll Video | “Civic Reasons”

NorCal Honda | Pre-Roll Video | “Speed vs Space”

NorCal Honda | Pre-Roll Video | “Iceberg” 

NorCal Honda | Pre-Roll Video | “Run the World” 

SF Giants | Interactive Film | “We Are Sundays”

SF Giants | Interactive Film | “Two For Tuesdays” 

SF Giants | Interactive Film | “Day Baseball” 

SF Giants | Interactive Film | “Orange Fridays” 

SF Giants | :30 TV Spot | “Meet the Closer” 

Baker Street Advertising Credits (NorCal Honda Work):
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Robert Leon/Sarah Inglis/Bob Dorfman/Lesly Pyle
Art Directors: Sarah Inglis/Ken Woodard
Producers: Julie Costanzo/Brody McHugh/Lauren Finerman
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits (NorCal Honda Work):
Directors: Soloman Burbridge, Joshua Cox and Rob Shaw, Bent Image Lab
Partner/Executive Producer: Ray DiCarlo, Bent Image Lab
Executive Producer: Anthony Greene, Bent Image Lab
Producers: Brianna Vitale/Gabi Villasenor, Bent Image Lab
Sound Engineer: Lance Limbocker, Limbocker Studios

Baker Street Advertising Credits (SF Giants Work):
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Robert Leon/Bob Dorfman
Art Directors: Ken Woodard/Jason Wong
Interactive/Cinemagraph Art Director: Xavier Li
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits (SF Giants Work):
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Mark Dwyer, Dwyer Productions
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Director of Photography “Meet The Closer”: Keith Pikus
Line Producer: Jon Bowden
Editor: Alan Chimenti, Ntropic Editorial
ECD/Founder: Nate Robinson, Ntropic Editorial
Post Producer: Emily Avoujageli & Danielle Cheifetz, Ntropic Editorial
VFX Director: Aaron Vasquez, Ntropic Editorial
VFX Artists: Ethan Chang & Miguel Diaz-Rivera, Ntropic Editorial
Colorists: Chris Martin, Nick Sanders, & Kristy Navarro, Ntropic Editorial
Graphics Artist: Erica Poat, Ntropic Editorial
Flame Artist: Mark Everson & Todd Hemsley, Ntropic Editorial
Junior Flame Artist: Jerome Knight, Ntropic Editorial
Rotoscoping Producer: John Mendaros​, Ntropic Editorial
Rotoscoping Artists: Roel Elaco, Jun dela Pena, Alfred Ilagen, Ntropic Editorial
Post Assistants: Gillen Burch & Yvonne Pon​, Ntropic Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Accolades, Awards, Baker Streeters, Brian Bacino, Creative Chief B2, Honda, SF Giants, Sports, Sports Marketing, Uncategorized

July 27, 2018
Glenn Yajko

Finding New Success In Classic Media

By:

What do you do when you have a highly-successful Hispanic advertising campaign that has fueled a majority of incremental total sales growth but is beginning to flatten? You reshuffle the media budget and meddle with the media mix.

That’s exactly what Baker Street Advertising did when we decided to introduce Outdoor media to the Siempre Contigo campaign.

We looked to outdoor as a way to increase reach among Hispanic car buyers while avoiding wasteful over-saturation within existing media. In addition, we wanted to bring the inspirational “Siempre Contigo” (“Always with you”) message into the neighborhoods where our prospective buyers live and work. Using mobile data to map movements of the Hispanic audience segment, we identified Out of Home (OOH) locations that over-indexed for reaching the Hispanic community. Locations were not purchased in the traditional 4-week cycle, but rather synched up with TV/Radio/Online in shorter bursts to maximize effectiveness of the campaign message and incentives. In addition, each Northern California Honda Dealer outdoor location was geo-fenced to deliver re-targeted mobile ads to those exposed to the OOH message, thereby increasing frequency and engagement with Hispanic auto-intenders.

Needless to say, the Northern California Honda Dealer OOH campaign of leveraging mobile data to identify place-based locations and deliver “incentive” messaging has been a tremendous success as outlined in this article from Dealer Marketing Magazine.

OOH Media Credits, Baker Street Advertising:
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel

The OOH is an extension of a multi-media campaign including the following heartwarming TV spots:

Antonio’s | :30 TV Spot

Missing Monkey | :30 TV Spot

Floaties | :30 TV Spot

Credits, Baker Street Advertising:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriter: Claudio Martinez-Valle
Art Director: Ken Woodard
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Senior Account Executive: Megan Boland
Senior Strategist: Howie Leibach
Media Broadcasting Supervisor: Sheila Taylor
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Tamara Treu, Ntropic
Senior Flame Artist: Amanda Amalfi, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Analytics, Honda, Qualitative Research, Quantitative Research, Uncategorized

June 30, 2018
Lesly Pyle

Our #AskAnyHondaDriver Campaign Performs Just Like a Honda

By:
NorCal Honda’s #AskAnyHondaDriver testimonial campaign is in its 4th year and is the most robust campaign we’ve created so far — with 19 long-format web films and 28 unique TV/web videos since 2015. Talk about legendary dependability.
This year, we feature four new happy Honda stories from all over Northern California.

2014 | Accord | Chris and Kelsey | Monterey 
Teeing it up are two golf pros who definitely drive for show.

2017 CR-V | Samanta | Richmond 
Second, is super sweet Samanta Beltran, who’s a Contra Costa Country school counselor by day, a baker by night and a lifelong Honda driver by choice.

2010 & 2011 Fits | Peters Family | Santa Rosa 
Third, we have 6-foot-6 Jacob, 5-foot Lauren and their 150-pound Great Dane Charles who believe their two Fits are the perfect fit for their modern family.

2016 Odyssey | The Crandalls | Tiburon 
Lastly, The Crandall Family, who have three tiny tots and one of the tightest turns in Tiburon.

Not only does this campaign help drive Honda’s record sales, but it drives people into action. Or should we say, interaction? Before we launched the first five stories back in 2015, research from BSA’s trademark “Discovery” phase revealed that Honda drivers love their Hondas so much, they want to tell the world. So we gave them a stage. We created an interactive platform on NorCal Honda’s Facebook page called “Straight From The Street” where Honda drivers can share their own stories for a chance to have it professionally produced for television and digital media.  

As you can see, it worked. And keeps working, becoming a self-fulfilling cycle of success. Every user-submitted story is a free ad for Honda. And the folks we’ve chosen to feature, above-the-fold so-to-speak, have become evangelists, sharing their souped-up stories with their own networks creating tons of efficiently-priced eyeballs. Hows that for performance? 

To see the previous Honda stories we’ve created since 2015, click here: #AskAnyHondaDriver

Credits, Baker Street Advertising:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Senior Account Executive: Lisa Coonts
Senior Strategist: Howie Leibach
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Tamara Treu, Ntropic
Flame Artists: Amanda Amalfi, Ethan Chang, Deron Hoffmeyer, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Brian Bacino, Creative Chief B2, Digital Marketing, Honda, Uncategorized

April 23, 2018
Harrison Chapman

Dream Commute

By:

Well, the parade of disasters continues in the news and it seems like now more than ever, people could use an escape. When concepting for Honda’s 2018 Dream Garage Sales Event campaign, we could think of no better opportunity to give people that escape than exploring the “Dream” part of “Dream Garage.” We wanted to show people a safe, kind world where literally every single thing dances and sings in Pee Wee Herman-esque harmony. Every plant, every house, every dog, and even every cloud in the sky smiles upon you. There aren’t even sharp corners in this world because everything is just that safe.

Dream Commute :30 TV Spot

Meanwhile, Honda has been rolling out their increasingly impressive safety suite, Honda Sensing, in most of their new car models. Honda Sensing has all these cool systems that warn you about nearly any danger you could possibly encounter while on the road, in addition to new driver-assistive technologies that help you stay in your lane or brake quickly to avoid collisions. So while our Dream Commute spot is pure fun, it’s pretty much a feature demonstration. Of course, it’s a feature demonstration with a singing dog atop a toilet and a bird that brings you coffee, but a feature demonstration, nonetheless, brought to glorious life by our talented animation partners, Bent Image Lab.

We also had some fun with characters of our Honda Dream World in our social campaign extolling the final days of the National Sales event.

Dream Commute Behind The Scenes Social Video 

Dream Commute Dancing Cast Social GIF

Sound System GIF by NorCal Honda Dealers - Find & Share on GIPHY

Dream Commute Dancing Flowers Social GIF

GIF by NorCal Honda Dealers - Find & Share on GIPHY

Baker Street Advertising Credits:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriter: Harrison Chapman
Art Director: Sarah Inglis
Producer: Brody McHugh
Social Media Animator: Xavier Li
Creative Manager: Lesly Pyle
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Lisa Coonts
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Directors: Solomon Burbridge and Joshua Cox, Bent Image Lab
Executive Producer: Ray Di Carlo, Bent Image Lab
Director of Photography: Kevin Fletcher, Bent Image Lab
Editor: Brent Heise, Bent Image Lab
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Post Producer: Michael Pickman-Thoon, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Digital Marketing, Honda