The Other Side
Honda (Civic Type R)2014
The Other Side is a 2014 interactive online film for Honda, created by Wieden+Kennedy London.
Why it works
One film, two stories, one key to flip between them. Launched on YouTube on 30 October 2014, The Other Side follows a father on a daytime school run in a Honda Civic; hold down R on the keyboard and the same man appears in a matching night-time world, driving the new Civic Type R as an undercover officer in a police sting. Director Daniel Wolfe shot the two storylines as mirror images so that the switch is seamless, and the R key echoes the button that puts the real car into race mode. Wieden+Kennedy London built it to show the impulsive side of a brand whose buyers, D&AD notes, had an average age of 62. It is studied as a high point of interactive film craft: one keystroke carries the whole product truth. D&AD records 2.3 million visits to the campaign site; the agency reports average viewing of over three minutes and doubled traffic to the Civic website. It won a One Show Gold Pencil in 2015.
Techniques
- Participation Holding down the R key flips the story between day and night, echoing the button that puts the real car into race mode.
- Storytelling Mirror-image storylines follow one father on a daytime school run and, in a matching night world, as an undercover officer in a police sting.
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