May 20, 2017

NorCal Honda’s Testimonial Campaign: 17 Stories and Counting

With this year’s batch of #AskAnyHondaDriver testimonial stories, we add a radio celeb, a Cuban National basketball player turned singer, a plant nursery guru, and an Indian wedding planner. We now have created 17 films about the genuine passion Bay Area folks have for their Hondas. Check out the short versions below. Or see the web-length versions on NorCal Honda’s Facebook page here: #AskAnyHondaDriver Web Stories. (And if you’re a proud Honda driver, you can submit your story to be considered for a chance to star in our next campaign here too.)

Ally’s Story “Civic” :30

Leyder’s Story “Accord” :30

Daljeet’s Story “Fit: Wedding Planner” :30

Phillip’s Story “CR-V” :30

Ally’s Story “CR-V” :30

Daljeet’s Story “Fit: Family Count” :30

The Prewitts’ Story “Wanda The Honda” :30

Laura’s Story “Civic” :30

Amanda’s Story “Accord” :30

Jan’s Story “Civic” :30

Sommer’s Story “Accord” :30

Jeanne and Connie’s Story “CR-V” :30

Lamont’s Story “Pilot” :30

The Twamleys’ Story “Civic” :30

Junie’s Story “Civic” :30

Indira’s Story “CR-V” :30

Cheryl’s Story “Accord” :30

Credits, Baker Street Advertising:
President: Jack Boland
Chief Creative Officer/Copywriter: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Robert Leon/Lesly Pyle
Art Directors: Ken Woodard/Sarah Inglis
Producer: Brody McHugh
Group Account Director: Dan Nilsen
Senior Account Executive: Megan Boland
Senior Strategist: Howie Leibach
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
DP: Kevin Emmons
Editors: Alan Chimenti, Ntropic/Michael Pickman-Thoon and Leif Salvesen, Rough House Editorial
Motion Graphics and Compositing: Eric Stafford, Rough House Editorial

Brian Bacino, Creative Chief B2, Honda

April 13, 2017

Siempre Contigo Campaign 2017

By: Brian Bacino

Human truths have a universal language.
Brand truths are the ultimate message.

These two principals are the cornerstones of one of Baker Street’s most powerful and influential campaigns ever imagined for our NorCal Honda client. It also happens to be our Hispanic effort, “Siempre Contigo,” which means “Always with You.”

This year’s campaign features four new stories that proclaim with emotion and authenticity that Honda is always there for life’s special moments, thanks to its legendary dependability.
:30 TV Spot: “Checklist”
(View the Spanish version at: https://vimeo.com/213148460)

:30 TV Spot: “Lunchbox”
(View the Spanish version at: https://vimeo.com/213148672)

:30 TV Spot: “Firefighter”
(View the Spanish version at: https://vimeo.com/213148838)

:30 TV Spot: “Lion”
(View the Spanish version at: https://vimeo.com/213148929)

In-Store Signage

Our fabulous husband and wife photography team, the Conroys, also captured these moments beautifully for our suite of POP and digital efforts.

Free-Standing Floor Signs

In-Dealership Posters

Baker Street Advertising Credits:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Copywriters: Claudio Martinez-Valle/Robert Leon
Art Director: Ken Woodard
Producer: Brody McHugh
Creative Manager/Lion Double: Lesly Pyle
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Editor: Alan Chimenti, Ntropic Editorial
Post Producer: Danielle Cheifetz, Ntropic Editorial
Colorists: Chris Martin & Nick Sanders, Ntropic Editorial
Graphics Artist: Erica Poat, Ntropic Editorial
Flame Artist: Mark Everson, Ntropic Editorial
Assistant Editor: Gillen Burch, Ntropic Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Photography Credits:
Jessica Tanzer Conroy and Alexx Conroy, Conroy Tanzer Photographic Services

Brian Bacino, Honda

February 15, 2017

An Unprecedented Presidents Day

By: Brian Bacino

“Did you hear the Presidents’ news?”
“Ya. It’s Unprecedented.”

That’s the premise of our new TV commercial and internet films for NorCal Honda’s Unprecedented Presidents Day Sale.

:30 Unprecedented Presidents Day TV Spot

Our Honda Presidential Icons are back by popular demand and this time find themselves talking politics in a diner. At least that’s what it seems like they are discussing in this surreal spot that begins like a scene out of Pulp Fiction before revealing George Washington and Abe Lincoln having pancakes and bacon and chewing the fat about the unprecedented president news. Of course, the news turns out to be unprecedented deals on new Hondas.

Subsequent internet films drop in on the First and Sixteenth Presidents as they get their groove on in a new Civic and see how many Potuses they can put in the back of a CR-V. Fun stuff created on the fly at our TV shoot by our in-house crew, Lesly Pyle and Harrison Chapman.

“10-Speaker Sound System” Social Video

“160-Watt Man Bun” Social Video

Baker Street Advertising Credits:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Lesly Pyle
Art Directors: Corey Stolberg/Jason Wong
Social Animator: Xavier Li
Producer: Brody McHugh
Social Video Cameraman/Editor: Harrison Chapman
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Assistant Account Executive: Noah Zepponi

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Mark Dwyer, Dwyer Productions
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Editor/Post Producer: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
CG Artist: Eric Stafford, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Brian Bacino, Creative Chief B2, Honda, Presidents' Day Sale

January 9, 2017

Honda Wallet Vacation

By: Brian Bacino

As we not so subtly pointed out in our “Almost Over” Happy Honda Days spot, holiday shopping can really put your wallet through the wringer.

That’s why we followed up with the first annual Honda Wallet Vacation Sale. The dream child of art director, Sarah Inglis, and carefully sculpted by the Editorial and FX team at Beast, The Wallet Vacation Sale takes us to an exotic island fantasy where we see nothing but wallets and purses chilling out, thanks to Honda’s unique No Payment for 90 Days offer.

:30 Wallet Vacation TV Spot: Sedan

:30 Wallet Vacation TV Spot: SUV

In-Store Signage

Baker Street Advertising Credits:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Art Director: Sarah Inglis
Copywriters: Sarah Inglis/Bob Dorfman/Robert Leon
Social Animator: Xavier Li
Producer: Brody McHugh
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Assistant Account Executive: Noah Zepponi

Production Credits:
Executive Producer: Lori Joseph, Beast Editorial & SFX
Producer: Gordon Wittman, Beast Editorial & SFX
VFX Supervisor/CG Artist: Michael, Beast Editorial & SFX
CG Artist: Evan Ryan, Beast Editorial & SFX
Editor: Darren Orr, Beast Editorial & SFX
Color/Online Artist: Matt Trivan, Beast Editorial & SFX
Audio Mixer: Andy Greenberg, One Union

Brian Bacino, Creative Chief B2, Honda

December 20, 2016

2016 Year In Review

By: Brian Bacino

2016. Well, that didn’t turn out exactly the way we expected.

Lots of surprises.

Some of them, not so good.

Like not having our beloved SF Giants fulfill their even year prophecy.

But we still had a ton of fun making the work and helped the Giants continue their record-breaking attendance streak. (Click image below to see the 2016 Giants Campaign page.)

And speaking of records, NorCal Honda continued its sizzling pace thanks to a calendar chockfull of sales events, testimonial films and a robust digital and social media effort.

The first series of key frames below is from our “Go Small. Get Big.” campaign. (Click image below to visit the campaign page.) And the second set is from our seasonal sales events.

Plus, we introduced a new social campaign for Acura called “More of a Good Thing,” featuring 3 inspiring stories from NorCal Acura drivers who are making their world a better place.

The Lin’s Story :30

To see the Lin’s full story, click here.

Marshal’s Story :30

To see Marshal’s full story, click here.

The Young’s Story :30

To see the Young’s full story, click here.

So, while 2016 had its fair share of challenges, Baker Street had its fair share of fun making work for our clients and watching their businesses grow. Check it out in our video below, “Baker Streeters Love the Work”:

And, oh yeah, we launched our website. You know, the one you’re on.

Brian Bacino, Creative Chief B2, Honda, SF Giants, Sports, Sports Marketing

July 15, 2016

Honda “Go Small. Get Big.”

By: Brian Bacino

It is often said that when it comes to creating advertising and marketing experiences, if you want it Good, Fast, and Cheap you have to choose 2.
Well, we just destroyed that myth.

In just 4 weeks Baker Street identified a key strategic insight, tested its potential lift and created a hard-hitting, visually-stunning campaign for our NorCal Honda Client, spending a fraction of what competitors pay for production. (Of course we nearly killed our producer, Brody McHugh, in the process but she seems to be coming around. So it’s all good.)

During our Discovery process, our Economic Behaviorists, identified a national trend showing many drivers opting for sub compact cars and smaller SUVs and trucks. To take advantage of this trend, and to show off Hondas legendary line of small and sporty cars, especially the new HR-V, Baker Street quickly created this multi-channel campaign idea that had a field day with forced perspective photography and film. These eye-popping spots show when you Go Small you Get Big time performance, space, and pure fun.

HR-V Spot:

Fit Spot:

Civic Spot:

HR-V + Fit Combo Spot:

Floor Stand and Banner:

In-Store Poster:

Social Posts:

Credits, Baker Street Advertising:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Copywriter: Bob Dorfman
Art Director: Corey Stolberg
Producer: Brody McHugh
Senior Strategist: Howie Leibach
Creative Manager/Copywriter (Social): Lesly Pyle
In-House Editor/Cameraman: Harrison Chapman
Group Account Director: Dan Nilsen
Senior Account Executive: Megan Boland
Assistant Account Executive: Noah Zepponi

Credits, Production:
Director: Brian Bacino, Baker Street Advertising
Producer: Jed Mortenson, Waypoint Films
DP: Kevin Emmons
Post ECD: Nathan Robinson, Ntropic
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Ntropic
Assistant Editor: Gillen Burch, Ntropic
Lead Flame Artist: Matt Tremaglio, Ntropic
Flame Artist: Nathan Walker, Ntropic
Senior Designer: Tali Oliver, Ntropic
Design Assistant: Erica Post, Ntropic
Assistant: Yvonne Pon, Ntropic
Senior Producer/Head of Production: Emily Avoujageli, Ntropic
Audio Mixer: Andy Greenberg, One Union

Brian Bacino, Honda

February 29, 2016

Presidential Valentine’s Day

By: Brian Bacino

Everybody has a Presidents’ Day Sale. Everybody has a Valentine’s Day Sale. But only the Northern California Honda Dealers have a Presidential Valentine’s Day Sale. This little Baker Street holiday promotion creation helped Honda hit a record February. Thanks Abe and George and pretty lingerie saleswoman lady.

TV Spot “Presidential Valentine’s” :30

Agency Credits

President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Art Director: Corey Stolberg
Copywriter: Bob Dorfman
Producer: Brody McHugh
Group Account Director: Dan Nilsen
Senior Account Executives: Megan Boland and Christine Rodriguez

Production Credits

Director, Brian Bacino, Baker Street Advertising
Executive Producer, Mark Dwyer, Dwyer Productions
DP: Kevin Emmons
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Audio Engineer: Andy Greenberg, One Union

Brian Bacino, Creative Chief B2, Honda, Presidents' Day Sale

December 29, 2015

2015: Year In Review

By: Brian Bacino

2015 That just happened.

Baker Street Advertising started 2015 like we usually do in odd years: creating world class work for the World Champion San Francisco Giants. We also elevated our work for Northern California Honda Dealers with our elegant, yet sometimes hilarious, NorCal Gets It campaign. Our #AskAnyHondaDriver digital films and app shattered previous earned media records. As did our #Snacktivities films created for Sun-Maid Raisins. We reached new levels of insight discovery and behavioral targeting and helped our Clients reach their goals with more mobile and digital video than ever before. Along the way we picked up Digital Agency of the Year honors at the IMA Impact15 Awards, and put a dozen more creative awards on the shelf honoring 2014s work.

But before we hurt a collective rotator cuff patting ourself on the back, we must give props and salutations to our imaginative, bold thinking Client partners who push us, challenge us, and at times take great leaps of faith with us to achieve work we are all proud of. And last but not least, we owe thanks to our production partners: producers, cameramen, editors, fx magicians, colorists, sound engineers, photographers, animators, printers, and, of course, crew and bartenders. We hope you all are as proud of the work as we are:

(HD is worth the wait.)

Brian Bacino, Creative Chief B2, Honda, SF Giants, Sports, Sports Marketing

October 11, 2015

New Hondas For All

By: Brian Bacino

The most innovative aspect of our new integrated campaign for Honda iswe made the whole thing up!

Using our proprietary Discovery technique we unearthed a brand new insight that resulted in a brand new sales event targeted to people who were NOT THINKING of a brand new car. We targeted used car shoppers with a remarkable fact: Hondas are currently priced so low, theres no reason to consider used. Couple that with the psychology of giving your child the safest, most reliable option, and youve got yourself a W.

TV Spot 1 “Cannonball” :30

TV Spot 2 “Cheeseburger” :30

Social Video 1 “Diving Kid” :10

Social Video 2 “New vs. Used” :10

POP:

Credits, Baker Street Advertising:

President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer (TV/Print/Social): Brian Bacino
Art Director (TV/Print/Web/Social): Corey Stolberg
Copywriter (TV/Print/Web/Social): Bob Dorfman
Producer (TV): Brody McHugh
Behind-The-Scenes Photographer: Lesly Pyle
Editor (Social): Harrison Chapman
Group Account Director: Dan Nilsen
Senior Account Executive: Megan Boland
Production (Print): Jeff Teator

Above Water Diver: Rick Pomi (does his own stunts).

Below Water Diver: Harrison Chapman (does whatever it takes to get the shot.)

Credits, TV Production:

Director, Brian Bacino, Baker Street Advertising
Executive Producer, Mark Dwyer, Dwyer Productions
DP: Kevin Emmons
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Post Producer: Todd Lindow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Audio Engineer: Andy Greenberg, One Union

Underwater B-Cam Operator, Harrison Chapman, Baker Street Advertising

Brian Bacino, Creative Chief B2, Honda

September 28, 2015

What Happened in Vegas

By: Lesly Pyle

What happens in Vegas, stays in Vegas. Except this: Baker Street Advertising won Agency of the Year at the Internet Marketing Association’s IMPACT15 digital marketing conference.

When two of our leaders were invited to be keynote speakers at IMPACT15 in Las Vegas, we had no idea how far this ride would take us. We were honored to have our President and Founder, Jack Boland, and our Creative Chief, Brian Bacino, reppin’ on the main stage. They presented “Together We’re Giant,” a dive into digital sports marketing, alongside our client Tom McDonald, the SVP of Marketing at the San Francisco Giants.

And Don Donovan AKA the “Sherlock Holmes of Big Data” AKA our Chief Strategy Officer, presented “Cracking the Code of Big Data” in a breakout session. Other speakers included executives from global behemoths like Barnes & Noble Education, Oracle Data Cloud and Evite. So, yeah, we were already stoked to be a part of it.

But little did we know that more things to celebrate were coming our way. In addition to winning Digital Agency of the Year, Baker Street Advertising also took home four more IMPACT15 trophies in four distinct social media categories for three of our clients: the San Francisco Giants, Northern California Honda Dealers and Sun-Maid.

Community Engagement Leadership Award

San Francisco Giants: Big Speech as seen below:

Best Use of Twitter
San Francisco Giants: Together Were Giant

Facebook Customization Award
Northern California Honda Dealerships: #AskAnyHondaDriver Testimonial Campaign

YouTube Informational Award
Sun-Maid Raisins: Snacktivities

Check out the case study videos for the three winners listed above here: https://bakerstadvertising.com/proof/

So how do we think it happened?

According to BSA Prez Jack Boland: Our approach to marketing and our mantra is: Discovery. Creativity. Proof. From insight to strategically-sound creative to concrete results, winning these awards is a testament to our unique model.

BSAs Chief Creative Officer, Brian Bacino, adds This show is about getting results. Which we did, but I also think the judges couldnt resist falling in love with the creative.

Fellas, your staff agrees. And couldn’t be more excited about it.

Here’s a little more info on the Internet Marketing Association (IMA) and IMPACT15:

IMPACT15 is a three-day global conference focused on how to get your customers attention through innovation.

IMA is one of the fastest growing Internet marketing groups in the world, with more than 1,000,000 professional members in fields including sales, marketing, business ownership, programming and creative development. It provides a platform where proven Internet marketing strategies are demonstrated and shared to increase members’ value to their organizations. www.imanetwork.org

Accolades, Awards, Brian Bacino, Creative Chief B2, Honda, SF Giants, Sports, Sports Marketing