Cannes Lions
RPA, Santa Monica / HONDA / 2012
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When we met Joe LoCicero, he had clocked 938,000 miles on his 1990 Honda Accord, and he was determined to reach one million. We wanted people to follow his story and cheer him on to his goal. So we introduced Joe to our Facebook community. We called him Million Mile Joe. And when he rolled over to one million miles, we threw a giant surprise parade in his honor.
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