Honda – 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, radio and digital, with a larger social initiative dropping later that may or may not involve paragliding.
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.”