Honda
The Power of Dreams
Sense
In 2002 Honda invented Integrated Motor Assist or IMA - a petrol engine with an electric engine which recharged as you braked and turned off when you stopped. Yes, I know “that’s a hybrid”. We call them that now and they’re everywhere, but it was quite new back in 2002 and Honda were the first. The brief was to explain this new tech as simply and uncomplicated as possible. The client stopped us half way through presenting the creative, and bought the idea.