Grey has unveiled a campaign for Honda that seeks to recruit 20 people from across Europe to create a film of their ultimate journeys.
Hosted at www.liveeverylitre.com, members of the public will be invited to submit video, pictorial or written submissions explaining what journey they would like to film. Applicants will be able to canvas support through social networking sites.
A community of influential bloggers across Europe will then judge which of the road trips will be shot. Promoting Honda's first hybrid six-speed vehicle, the CR-Z, the films will be shot in May using lipstick cameras in the vehicle and a film crew.
They will be directed by the award-winning documentary-maker Claudio von Planta and will be screened at international film festivals, while the "making of" will be shot by an up-and-coming director sourced through a Europe-wide competition.