Honda to premiere road trip documentary

Honda is launching a documentary film in partnership with online cinema community Future Shorts.

For 'Live every litre', created by ad agency Grey London, the Japanese marque gave 13 drivers a new CR-Z hybrid coupe and filmed them taking journeys.

Web users selected the individuals and music to be used in the 46-minute film via a dedicated social networking site, www.liveeverylitre.com.

Some of the journeys filmed for the piece include World War Two veterans returning to Normandy and the site of his D-Day landing, and a group of young men attempting to cross Lake Garda in Italy on a bouncy castle.

The documentary, which was directed by award-winning filmmaker Claudio Von Planta, will premiere at a secret London location next Wednesday (21 July) at a venue selected by Future Shorts' experiential cinema agency Secret Cinema.

It will also be simultaneously streamed through Liveeverylitre.com.

Chris Hirst, chief executive, Grey London, said: "Live Every Litre is the first of its kind and has been a hugely exciting and ground-breaking project for all involved.

"It's proof, if it were needed, that social media is now a central part of the media-mix and can carry mainstream messages for big mainstream brands."

Grey London was first hired to work on the project in September last year.

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