Integrated campaign for the launch of the new Honda hybrid car.
The idea was based on an live challenge, where Grand Prix motorcycle racer, Dani Pedrosa, set an eco-challenge. It was not about being the fastest, but the most efficient. Do you drive better than Dani Pedrosa? People were invited to register for a test drive on ecodesafioinsight.com. Their test drive results were documented. The best ten were then invited to compete personally against Dani Pedrosa on a closed circuit. Headline: Eco-challenge insight. The challenge for everyone. The Hybrid for everyone. (Campaign produced in 2009)