A CLOSE ENCOUNTER OF THE MOWING KIND

Challenge

Make a robot lawnmower appeal to humans

Honda tasked us with repositioning Miimo in a market now crowded with cheaper robotic mowers. We needed to stay true to Honda’s reputation for quality, reliability and engineering, while introducing the latest technology to our older audience in a way that felt simple and reassuring.

Solution

A sign of intelligent life

To make Miimo feel more approachable, we stopped treating it like a lawnmower and started treating it like intelligent life. Our campaign sees a UFO arrive on Earth searching for signs of intelligence, only to find Miimo calmly getting on with the job.

By looking at the product through alien eyes, its technology suddenly feels less complicated and more remarkable. Smart, autonomous and unmistakably Honda. The idea gave the new Miimo range a distinctive personality and a simple platform that could travel across Europe.

Beyond the hero film

One idea. Hundreds of assets.

The campaign needed to work far beyond a single film. We created explainer content for all six Miimo models, capturing every key benefit before adapting the footage across various formats and localising for multiple markets across Europe.

Alongside this, we produced a product photography library for digital, social and print, and redesigned brochures.

The result was a complete launch toolkit, all built from one consistent idea and designed to work across every Miimo touchpoint.