Back in February, Honda announced a new project focused on creating a ground-breaking crowd-sourced, social media activated documentary film, «Live Every Litre«. The auto-maker encouraged all people round Europe to join in and get a chance to make the journey of their dream become real. Conceived and created by Grey London, the road trip documentary was filmed during May and June across Europe under the supervision of award-winning director Claudio Von Planta. On July 21, the finished product was eventually released both online and offline.
Honda invited people to submit their dream journey project to www.liveeverylitre.com, where the public could rate their stories. The best journeys were chosen and the participants invited to join the pan-European odyssey, having their experiences recorded as they drove a new Honda CR-Z hybrid coupe on their trip of a lifetime.
Over 1000 applications were received from 28 countries and participants came from countries as diverse as Spain, Germany, Switzerland, UK and Romania. Filming took place over 38 days, starting in the Netherlands, heading down through Germany, Switzerland, Italy, France, Spain, Portugal and finishing at the infamous Nurburgring circuit in Germany. Chris Hirst, CEO for Grey London comments, “Live Every Litre is the first of its kind and has been a hugely exciting and ground-breaking project for all involved. It’s proof, if it were needed, that social media is now a central part of the media-mix and can carry mainstream messages for big mainstream brands.”
The final film focused on the stories of five of the final cast and followed burlesque artist “Agent Lynch” as she brought Paris to a stand-still with the world’s first guerrilla burlesque routine in the streets of the capital; fun-loving trio “The Schoolboys” who attempted the first recorded crossing of Lake Garda by bouncy castle and interrupted an international sailing regatta at the same time; “Bowman” a war veteran who had an emotional return to the site where he had landed during D-Day in 1944 and heavy metal enthusiast Thomas, who drove from Madrid to Lisbon to make his dream of meeting his all-time favourite group, Metallica, come true.
«The CR-Z is a monumental launch for Honda. It’s a new car for a new generation of Honda fans, so it needed a new approach. We felt that the Live Every Litre project was an idea that would actually take the power of dreams philosophy and let people apply it to their own lives«, stated Laura Price, Social Media Manager at Honda.
For more videos, go to the project’s page on YouTube.