Honda Film HONDA LIVE EVERY LITRE by Grey London

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Industry Cars
Media Film
Market United Kingdom
Agency Grey London
Director James Gooding
Executive Creative Director Nils Leonard
Art Director Vicki Maguire, Dan Cole, Andy Amadeo, Jon Williams, Jonathan Marlow, Andy Garnett, Jimmy Blom - Ug
Account Supervisor Michelle Williamson
Released July 2010

Credits & Description

Category: Internet Film
Advertiser: HONDA
Product/Service: HONDA CR-Z
Date of First Appearance: Jul 21 2010
Executive Creative Director: Nils Leonard
Creative Director: Jon Williams/Andy Garnett/Dan Cole/Jimmy Blom/Jonathan Marlow/Vicki Maguire/Andy Amadeo
Copywriter: Jon Williams/Andy Garnett/Dan Cole/Jimmy Blom/Jonathan Marlow/Vicki Maguire/Andy Amadeo
Art Director: Jon Williams/Andy Garnett/Dan Cole/Jimmy Blom/Jonathan Marlow/Vicki Maguire/Andy Amadeo
Account Supervisor: Account Director: Sarah Byrne
Advertiser's Supervisor: Laura Price
Director: James Gooding
Planner: Neil Hourston/Ollie Gilmore
Other Credits: Leon Mccomish/Natasha Choolun - Website Producers/Claire Ballard - Communications Director / Chief Digital Officer - Jon Williams

English Description
Honda’s challenge was to engage a new generation of drivers with the launch of their hybrid CR-Z. And make ‘The Power of Dreams’ more than just an endline on their advertising.
So, Live Every Litre invited everyone to live their dreams in the new CR-Z…whatever they might be.
First, we launched an interactive road movie to find people more likely to follow their dreams. We then invited them via email and facebook to share and vote on their own dream journeys at A specially selected team of Europe’s top bloggers spread the invitation further.
13 of those dream journeys became reality on a 9,847km road trip across Europe. The world’s biggest test drive.
An active online audience stayed involved, tweeting decisions regularly - and our bloggers joined the journey at alternate stages. Extensive media coverage helped grow the audience - including the BBC, full page national newspaper coverage and online.
28 films were edited daily from the backseat and shared on blogs and youtube, attracting up to 500,000 views EACH.
A final, co-created feature-length film, documenting the real power of dreams, premiered simultaneously online (to the world’s largest independent film community, FUTURESHORTS) and at a live event in London.