Honda Canada’s toy story

Car company partners with Ontario Honda Dealership and DS+P to give toys to kids

Michelle DiPardo November 24, 2015

Honda Canada, the Ontario Honda Dealers and the 49th Annual CP24 Chum Christmas Wish have teamed up to spread some cheer this holiday season.

From now until Dec. 15, people are being encouraged to bring new, unwrapped toys to any Ontario Honda Dealership for a chance to win a new 2016 Honda Civic EX Sedan. All items will be donated to the Chum Christmas Wish, which according to a release is Toronto’s largest distributor of toys to kids and families in need.

The initiative includes social and an in-dealership activation, and  is anchored by a 30-second spot currently running on TV and online. Developed by DS+P, creative spotlights the journey of Mister Bunny, a determined toy on a mission to donate himself to the Chum Christmas Wish. Mister Bunny’s journey to his local Honda Dealership is fraught with obstacles, which serve to remind viewers of the campaign’s tagline, “Toys Can’t Make It Without Your Help.”

“People are really connecting emotionally with our little bunny,” said Brian Murray, creative director at DS+P in a release. “We hope people feel compelled to donate a toy to write the happy ending that everybody wants for Mister Bunny.”

Once consumers drop off a toy, they will receive a ballot with a link to the contest website and a unique pin number required to complete the official entry form. The draw for the Honda Civic will take place on Dec. 18.

Additionally, the agency will match every toy a DS+P staffer donates to the Chum Christmas Wish.

PHD handled media planning and buying.