Honda Asimo -- Twenty Years of Iconic

Creative Director I Executive Producer
Digital Campaign

Scope
Creative Ideation & Development

Story & Narrative

Campaign & Production Direction

Digital Content
Design

Brand Partnership

Multi platform Rollout


The Work
In 2009, Do Androids Dream? brought ASIMO to a live audience for an ambitious 45-minute performance exploring human-robot interaction. Drawing parallels between Honda’s Power of Dreams advertising campaigns, and Philip K. Dick’s Do Androids Dream of Electric Sheep, we directed a show that cast ASIMO not as beyond the robot but as an emotionally intelligent evolving machine — playing football, serving drinks, dancing, and talking.
It became a cultural moment:
-10 sold-out performances
-10,000 in-person attendees over two days

-Front-page coverage across every major broadsheet and tabloid

-Broadcast features on all UK national TV news outlets

-Result: a wave of “robo-fever” that rewrote what brand experience could be
. Worldwide media coverage with an estimated audience reach of 350m.

Fast forward to 2021. We led the creative for Twenty Years of Iconic — a digital-only campaign designed to celebrate ASIMO’s legacy.

Execution
We treated the original 2009 footage with grain, glitch, and nostalgic VHS overlay to produce a series of fifteen-second “retro idents” and cinematic stills. These were rolled out simultaneously across social channels operated by Honda UK, the University of Edinburgh, and Access All Areas Film.
A purposefully lo-fi campaign — crafted to celebrate legacy with heart and humour, using the language of digital culture.

Results
Twenty Years of Iconic (2021)
--Audience Reach: 700,000+

--Engagement Rate: 12%

--ROI: 10x


Original work that was spotlighted in the 2021 campaign:
Do Androids Dream? (2009)
--Audience Reach: 350m

--Earned Media Value: £7.5m

ROI: 15x