Aesthetic – An Experiential Creative Agency partnered with Honda Australia to take the launch of the Civic across the country in an arena roadshow.
This first look at the vehicle, which was over 40 years in the making, was a showcase designed to create an impact with Honda’s dealer network and signal the start of a bold new era to key stakeholders.
Hisense Arena in Melbourne and The Dome at Sydney’s Olympic Park were the flagship venues on this five-city tour.
As 450 dealers streamed into the arena, they were greeted by a 1972, metallic blue first generation Civic.
After canapes and mingling, dealers were then moved to their seats in the centre of the arena. Styling was kept classic and minimalistic. Black cloths and polished tableware set against the industrial arena floors and staging provided a blank canvas for the big reveal.
Cinematic music burst through the silence and, six metres above the ground, the meticulous movements of an aerialist duo wrapped themselves in silky white ribbon.
Backed by a dramatic light show and a heart-pounding soundtrack, five Civics wove their way among the seated guests, showing off their features and glossy exterior as they whizzed around the arena.
Once the cars were in position, and in between the three-courses of dinner service, guests are able to get up close and personal with the Civics.