Your Passport To Adventure

Your Passport To Adventure

Your Passport To Adventure

The 2019 Passport is Honda’s rugged new addition to their SUV lineup.

The “Your Passport to Adventure” launch campaign plays off the vehicle’s name and positions it as the perfect SUV for exploring the great outdoors.  The campaign stretches across TV, print, OOH, social, radio and digital.

In the main TV spot, a couple goes on an epic cross-country trip (along with their Aussie Shepherd, Koa) traveling in and out of breathtaking terrains like pages in a passport book. The moments are punctuated by passport-inspired stamps nodding to the spirit of adventure.

The outdoor campaign uses location-specific headlines to give people a friendly kick in the backside to get out of their respective cities and into the wilderness, which is often closer than you think. The imagery is based on the visual style found in actual passports, and each headline is made out of passport-inspired stamps. One billboard in Manhattan urges people to “Cross bridges beyond Brooklyn.” Another one in Boston urges people to “Leave the red-brick roads behind.”

To launch the Passport on social, and engage a new, outdoorsy audience for Honda, we leveraged a simple statistic: the average person scrolls 300 feet of social media content on their phone every day, according to Andrew Keller, Global Creative Director at Facebook. That got us thinking…”How much adventure can you fit into 300 feet?” After all, that’s the height of the Statue of Liberty. To answer that question, and introduce the incredibly capable and adventure-ready Passport, Honda launched the #300ftChallenge. We teamed up with outdoor influencers across numerous disciplines to encourage people to bring inspiration from their online life into their real life and adventure more. We challenged each influencer to take out the Honda Passport to complete an adventure that’s equivalent to 300 feet, whether that’s climbing a 300-ft. rockface, kayaking 300 feet of whitewater, etc. The influencers included pro rock climber Sasha Digiulian, adventurer and fly fisherman Andy Mann, extreme kayaker Rafa Ortiz and mountain biker Joey Schusler. In addition to organic placements, the campaign will run with paid support across Facebook, Instagram, Snapchat, Twitter, and Reddit.

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Social

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Video

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Rich Media

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Out-of-Home

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Print

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