Road trip: Car campaign takes drivers on the journey of a lifetime

London – A new car campaign gives Europeans the chance to get behind the wheel of a new sports car and create their very own road movie.

The Live Every Litre campaign for the new Honda CR-Z invites consumers to outline the journey or challenge they would like to undertake in the sporty new hybrid, from proposing to a girlfriend to tracing ancestral roots.

The winners will go on their journey, tracked by cameras in the car; their reactions, emotions and experiences will be turned into a feature-length documentary. Award-winning Swiss filmmaker Claudio von Planta will also film their adventures. As explored in our recent Insight, brands are increasingly using crowdsourcing to gain a more human appeal.