Honda, Trophy City: Social Media Campaign

In partnership with RPA, MPC Creative leverages ACE to create personalised and immediate content for Honda as part of the brand’s targeted social media campaign to promote the all-new ‘Accord'

Featuring the cast of characters from Honda’s 'Trophy City' spot, with VFX by MPC LA, this bespoke campaign delivers personalised, motivational messages to Honda fans across Facebook and Twitter throughout Spring, tapping into tent pole events such as award shows and the Superbowl.

Extending Honda’s Trophy City campaign beyond the TV screen, MPC Creative London team married our studio’s proprietary ACE software (Animated Character Engine) with agile media distribution and personalised network-building, to help Honda create an ambitious, highly targeted social media campaign for Facebook and Twitter. The premise is that people are invited via a series of targeted nomination videos to put their friends up for an award, by simply tagging them in a reply or comment thread. This then triggers the dynamic creation and publishing of a customised and sharable trophy video in reply, that features the nominee as the award-winner and encourages them to pass on the same. The result is a limitless campaign that builds on the world of the ad; in which trophies come alive and represent the spirit of striving to always do better. 

The campaign is an example of how MPC is exploring and using real-time technologies to offer new ways of bringing our premium VFX to the digital and interactive space; allowing for dynamic, personalised and immediate content to be developed and delivered to audiences, expanding the reach of campaigns beyond passive engagement.

So far, Honda has achieved nearly double their projected number of user engagements per individual piece of nomination content published, and exceeded core engagement rates by over 500%.

Andre Assalino, CD at MPC Creative says, “It’s always exciting to get a brief that seems impossible to deliver, given time constraints and complexity of execution, not to mention innovative in its technical ambition. This campaign really leveraged MPC’s skills in making real-time CG content look visually impressive and providing a seamless user experience through a robust ecosystem of applications. The results on user engagement have been outstanding and way beyond expectations, which is hugely satisfying.”

ACE for social sharing

Once a friend is nominated, Honda is able to generate personalised, custom video content in seconds, that includes a trophy with their name embossed on its plaque, and congratulates their friend on their achievements. It also encourages that friend to continue the gesture with other friends.

Creating the sheer volume of video templates through our traditional 3D pipeline would have been too time-consuming and inflexible for a campaign based on such immediacy, so our team leveraged ACE to enable artists to create all of the animated videos quickly, without compromising quality. This made client reviews and changes much quicker and easier; while the real-time, on-demand personalisation was handled by a custom Content Management System connected to our cloud rendering pipeline. This allowed Honda to vet and publish content as they wanted, without additional intervention from MPC Creative – a much more nimble way to work, and all designed to facilitate a limitless stream of targeted branded content.





Production Company

MPC Creative

Interactive Creative Director

Andre Assalino

Creative Director

Mike Tyler

Technical Director

WM Labs

Executive Producer, MPC Creative

Dan Phillips

Senior Interactive Producer

Kelly Woodward

Interactive Producer

Sinead Catney

Senior Real-Time Dev

Stefan Johansson

Real-Time CG Artist

Piers Limberg

UX Design

Jon Atkin

QA Testing


MPC Bangalore Asset Team:

Senior Line Producer

Deepanjali Singh

Production Manager

Chris Preston-Barnes

Animation Lead

Ankan Sanyal


Debasish Raha, Ambalika Nandy, Srikar Balakrishnan, Venkatesan Devevendran


Debalina Dasgupta, Subbaiah Addanki

Asset Team

Kalaiarasu P, Kartik Gupta, Craig S Padua, Sourodeep Dey, D. Sumita, Ria Banerjee, Ullas Thunga, Anbarasu E, Pritesh Krishnappa Kotian, Bibin Balan P

Agency Credits

Chief Creative Officer

Joe Baratelli

Creative Directors

Chuck Blackwell, Ken Pappanduros

Chief, Creative Development

Jason Sperling

Creative Director, Social Media

J Barbush

Associate Creative Director, Social Media

Romeo Cervas

Copywriter, Social Media

Corlin Stubbs

Art Director, Social Media

Adrianne Benzion

Copywriter, Social Media

David Bassine

Chief Production Officer

Gary Paticoff

Director of Video Production

Isadora Chesler

Director of Digital Production

Dave Brezinski

Senior Digital Producer

Alison Banna

Digital Producer

Connor Gomez

Associate Director of Business Affairs

KK Davis

Chief Client Officer

Brett Bender

Group Account Director

Adam Blankenship

Account Supervisor

Kaelin McGill

Account Executive

Wynt Curliano

Assistant Account Executive

Sam Cody

Associate Director, Digital Strategy

Mike Dossett

Manager, Digital Strategy

Hartman Wong

Specialist, Digital Strategy

Hanna Samad

Supervisor, Community Management

Samantha Hawkins

Community Manager

Taylor Griffin

Media Director

Felicia Lau

Media Supervisor

Brandon Liu

Media Planner

Kaileigh Ceurvorst

Social Video VFX

Executive Producer

Karen Anderson

Producer, MPC NY

Catherine M. Fischer

VFX Supervisor, MPC LA

Ryan McDougal

VFX Supervisor, MPC NY

Tiago Dias

CG Supervisors / Lighting / Look Development, MPC LA

Tim Kafka, Rune Mansson

2D Lead, MPC LA

Toya Drechsler


Oliver Caiden, David Ince, Samir Patel, Andrew Price
, Jacob Patrick, Lamarcus Harvey, Joel Durham, Lyndsey Horton, Meghan Sesnie, Dennys Herman


Graeme Revell, Jacob Fradkin, Madeline Jackson, Francisco Fraga, Roberto Maki, Ruairi Twohig, Renato Carone


Shindig Music + Sound