Honda are seen as practical and reliable in the UK but not very sporty. This campaign sought to change those perceptions by uncovering Honda¹s racing credentials and their passion for extreme engineering. All of which is symbolised by the red H badge that is reserved for their Type-R cars and racing equipment.

A multi-media campaign brought to life the concept of Hondamentalism.Launched with a 60¹ spot, consumers continued to follow the philosophy and challenge of Hondamentalism online. Individual Hondamentalist¹s stories were then dramatised through a print campaign and a series of short films online and on Interactive TV.