When we were tasked with launching the next generation of the Honda Clarity Fuel Cell, we faced a challenge. For starters, the alternative-fuel vehicles category is dominated by electric vehicles. Hydrogen fuel cell vehicles are less well-known — and even less well-understood. We needed to educate people that hydrogen is literally the most abundant element in the universe, that the only emissions that fuel-cell vehicles produce is water, and that a fuel cell vehicle can look and feel like a regular car.
Since the Clarity Fuel Cell is a major initiative for Honda, an additional challenge was to broaden the appeal of alternative-fuel vehicles beyond the traditional (and extremely limited) demographic of high-information, environmentally conscious drivers.
To do both, we looked to Honda’s long-running environmental mantra, “Blue Skies For Our Children.” This speaks to improving the health of the planet, but doing it with the good of the next generation in mind. And who better to visualize the future than kids themselves?
We transformed a classic rock song into a future-forward anthem brought to you by hydrogen molecules themselves.
Thinking about tomorrow :60
Nerding out in multiple channels
The campaign went beyond an anthem spot with an “edutainment” video series that harnessed our talking molecules to inform people about how hydrogen fuel-cell technology works, how to refuel and maintain the Clarity Fuel Cell, and how the car is different (and also not so different) from other Honda vehicles.
“Everyone on the team was motivated by this incredible sense of purpose. I think we all realized there was a higher value in this. We all believed in what the Clarity could represent.”
- Heather McConnell, Account Supervisor, RPA