Honda’s challenge was to engage a younger audience with the launch of their new sporty hybrid, the CR-Z. In doing so, they wanted to 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.Through bloggers and social media, the whole of Europe were invited to share and vote on their own dream journeys. 13 of those dreams became reality on a 9,847km journey across Europe. The world’s biggest test drive. An active audience followed online and tweeted decisions along the way.

28 short films were edited daily and shared online from the backseat of the CR-Z.

And a co-created feature-length film, documenting the real power of dreams, premièred simultaneously online and at a unique live event.

A website was created allowing candidates to upload their proposed journeys. Visitors to the site rated, commented and supported each prospective trip until the final vote was cast.

The initiative was at the heart of the campaign, not Honda branding. The logo, based on the typographic smiley faces used by texters, was redrawn to suggest positive motion.The design of the site was simple, allowing user generated content to hero. Internet design parameters became integral to, and part of the branding, including the use of Trebuchet, one of the 7 web-safe system fonts.

The average age of people engaging with Live Every Litre was 26, succeeding in Honda’s aim to reach a younger audience than their usual drivers (average age 54).

6 million+ online media impressions, 2 million+ views of the short films and extensive mainstream media coverage across Europe, proved Live Every Litre - and the CR-Z – was being talked about outside of traditional motoring audiences.The feature length film will be shared with an even wider audience in summer 2011 on Current TV, and discussions are in place with several other TV networks including Channel 5, Discovery Europe and Dave.