THE
PROBLEM

Acura is launching the NSX in China. However, Acura suffered from a declining sales as it was perceived as another Honda and not an international luxury brand that they aspire.

THE
SOLUTION

We relaunched Acura in China with its new NSX as the flagship product, to enforce a premium image. We turned to one of its original designers, the late Ayrton Senna, whose free-spirited belief matched our new brand position, to be our spokesperson and created a resurrection of Senna through a holographic experience upon launch.