Honda wanted to talk about their environmental credentials. A lot of companies were jumping on the green bandwagon so we needed a way of cutting through. It became apparent that Honda thought differently about problems­ they saw them as an opportunity. So we built a message around the idea that when you love solving things, problems aren`t problems any more, they`re a playground.

Problem Playground was launched initially with the outdoor, press and radio. Setting up the idea of solving problems and Honda's philosophy towards problems. A teaser website went live that encouraged people to fill in a piece of a jigsaw puzzle to build the website that launched 2 weeks later with the TV. Problem Playground was launched fully on TV and virally, starting with a 90' with three 30' spots following. A second burst of outdoor and print also supported the TV, a 20' film of the logo being built ran as a transvision site in stations across London, digital and printed escalator panels ran stations around London and 7 special build sites were erected, looking like a giant slider puzzle the poster sites solved themselves over 4 weeks.

The campaign launched in January 2008, the number of visits to the site is 198,387 with an average dwell time of 02:15. Over 50,000 hits were made in the week of the launch of the TV and 241 prospects have been generated.