Honda: drive every drop

Our first campaign for Honda in Asia, created and developed in partnership with Wieden + Kennedy Tokyo, is starting to appear. First manifestation is the drive every drop website.

The site invites visitors to find out about a road trip across Asia in a Honda powered by the new i-VTEC engine. If you log on to the site you can add a drop of petrol towards the journey and help choose who drives the car, where it goes and who it visits on its real life road trip. There will be a spare seat in the car to enable people to hop on board for part of the trip. From May you'll be able to follow the journey on the website via blogs and webfilms.

The idea behind the campaign is to get people to think about fuel used on journeys drop by drop rather than gallon by gallon, and to consider the environmental benefits of the i-VTEC engine, which is designed to get the most out of every drop of fuel.