Honda unveils first crowd-sourced activity

Honda is launching its first crowd-sourced, social media activated, documentary film, Live Every Litre, following a nationwide search for ideas.

Honda campaign
Honda campaign

The film will make its debut in unique simultaneous location and virtual premieres at 20:00 (UK time) on 21 July. It has been developed by Grey London, and was filmed during May and June across Europe.

Live Every Litre is a social media activated, European road trip documentary project, which encouraged people to submit their dream journey to, 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.

The final film will focus on the stories of five of the final cast and will follow burlesque artist “Agent Lynch” as she brings 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 attempt the first recorded crossing of Lake Garda by bouncy castle and interrupt an international sailing regatta at the same time; “Bowman” a war veteran who has an emotional return to the site where he landed during D-Day in 1944 and heavy metal enthusiast Thomas, who drives from Madrid to Lisbon to realise his dream of meeting his all-time favourite group, Metallica.

These stories will be punctuated throughout with the story of Sebastian, as he tries to attempt “100 things to do before you die” in tribute to his friend who died in a tragic accident. Sebastian has already married a stranger in Vegas and broken a Guinness World Record and his appearance in the film is no less exciting as he gets his first tattoo in Amsterdam, gate crashes a red carpet premiere and sky dives naked!

Laura Price, social media manager at Honda, says: “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.”
Honda recently unveiled a pan-European integrated campaign to co-incide with the launch of its hybrid coupe, the Honda CR-Z.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here