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ASIMO-The worlds most advanced humanoid robot: Advice

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Draft FCB, Melbourne were tasked to promote ASIMO's up and coming National tour.
The brief from Honda was really very simple - always a good sign: “Make ASIMO (the world’s most advanced humanoid robot) a pop icon in Australia.”
So Draft FCB made ASIMO the Robbie Williams of the robot world!
And they called the tour ‘ASIMO - Alive and Unplugged’
Working on this job from scratch, allowed Draft FCB the luxury of not only
creating ASIMO’s personality, but also being the main contributor to the direction of
the National tour.
To give the tour some real street cred, Draft FCB, Honda and Ignition (the event
company) have created a full-on rock tour, with rock tour rig’s, roadies, groupies (OK
– maybe not groupies!), street posters, PR appearances, TV commercials and press
ads and a whole lot more.
The tour and campaign oozes with Honda’s ‘Challenging spirit’ beliefs.
To start with, a rock tour wouldn’t be a rock tour without some street posters plastered
over a thick layer of other older street posters, so we sought the talents of one of
Australia’s premier band poster illustrators, Ken Taylor to do the work. Ken’s style
then established the look and feel for the whole campaign.
A real Rock tour of course wouldn’t happen without the fans.
So who would be ASIMO’s most fanatical fans?
Robots of course.
Says Scott Lambert. Creative Director, Draft FCB, Melbourne: "We all think that the robots that we see on production lines are high tech, but they are nothing compared with ASIMO. ASIMO is their hero. The TV component of the campaign showcases a collection of these ‘fans’ having very human conversations about ASIMO’s show, and their adoration of him."
The, ‘ASIMO - Alive & Unplugged Tour’, travels the east coast of Australia from
October to December.
Credits Other credits

Sound design; Risk sound

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