Following on from our recent themes about what makes interesting and involving advertising, this week sees the launch of a new campaign for Honda for their new sporty Hybrid car, the CR-Z.
The aim of the project is to create a pan-European crowd-sourced movie while offering real people the opportunity to fulfill the specific personal journeys they’ve always wanted to make.
The film will make its debut in unique simultaneous location and virtual premières at 20:00 (UK time) on 21 July.
People in several European countries have been encouraged to submit their dream journeys to www.liveeverylitre.com, where the general public could vote on them.
The best have been chosen to be fulfilled, and the crew have been on the road for a few weeks with the winners realising their dreams - whilst blogging, uploading videos to the Live Every Litre YouTube channel and using Facebook and Twitter on the road.
The selected journeys range from a burlesque artist “Agent Lynch” who brings Paris to a stand-still with the world’s first guerrilla burlesque routine in the streets of the capital to three lads from London who wanted to try and sail a bouncy castle across Lake Garda.
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