Honda premieres world’s first crowd-sourced documentary film

13 July, 2010


LONDON — Honda’s ground-breaking crowd-sourced, social media activated, documentary film, Live Every Litre, will make its debut in unique simultaneous location and virtual premieres at 20:00 (UK time) on the 21st July. Conceived and created by Grey London, the road trip documentary was filmed during May and June across Europe, and was directed by award-winning director Claudio Von Planta (Long Way Down and Long Way Round with Ewan McGregor).

The live premiere will take place in London at a secret location where the stars of the film will gather to see the finished documentary alongside invited guests. The live event will be synchronised with the first exclusive online screening of the film for the community on www.liveeverylitre.com. Both events will be organised and managed by London-based, innovative short-film organisation Future Shorts (www.futureshorts.com).  

Live Every Litre is a social media activated, European road trip documentary project which encouraged people to submit their dream journey to www.liveeverylitre.com, where the public could rate their stories. The best journeys were chosen and the participants invited to join the pan-European odyssey, having their experiences recorded as they drove a new Honda CR-Z hybrid coupe on their trip of a lifetime. Over 1000 applications were received from 28 countries and participants came from countries as diverse as Spain, Germany, Switzerland, UK and Romania. Filming took place over 38 days, starting in the Netherlands, heading down through Germany, Switzerland, Italy, France, Spain, Portugal and finishing at the infamous Nurburgring circuit in Germany.

Chris Hirst, CEO for Grey London comments: “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.”

Nils Leonard, Executive Creative Director for Grey London adds: “Live Every Litre is working because we realized very early on that if you want everyone to be involved, you should listen to what people have to say and react. Truly brilliant social media ideas not only enable the consumer to do something special or provoke reaction but they also change as they grow. The original idea started as the world’s biggest test drive, to showcase people’s emotional journeys. Quickly we learnt that the creation of the film itself was far more interesting to people and shifted the focus around this, engaging live online and driving noise locally around key stages of the drive.”

The final film will focus on the stories of five of the final cast and will follow burlesque artist “Agent Lynch” as she brings Paris to a stand-still with the world’s first guerrilla burlesque routine in the streets of the capital; fun-loving trio “The Schoolboys” who attempt the first recorded crossing of Lake Garda by bouncy castle and interrupt an international sailing regatta at the same time; “Bowman” a war veteran who has an emotional return to the site where he landed during D-Day in 1944 and heavy metal enthusiast Thomas, who drives from Madrid to Lisbon to realise his dream of meeting his all-time favourite group, Metallica. These stories will be punctuated throughout with the story of Sebastian, as he tries to attempt “100 things to do before you die” in tribute to his friend who died in a tragic accident. Sebastian has already married a stranger in Vegas and broken a Guinness World Record and his appearance in the film is no less exciting as he gets his first tattoo in Amsterdam, gate crashes a red carpet premiere and sky dives naked!

Laura Price, Social Media Manager at Honda comments: “The CR-Z is a monumental launch for Honda. It’s a new car for a new generation of Honda fans, so it needed a new approach. We felt that the Live Every Litre project was an idea that would actually take the power of dreams philosophy and let people apply it to their own lives.”

Future Shorts was chosen as a partner because of their unique global community of film enthusiasts which sees 35,000 people attending screenings each month in 60 cities and 18 countries and over 1 million tuning in online to watch the best in short film. Future Shorts’ sister event-company, Future Cinema, are famed for creating immersive experiences in film and are most famous for the much acclaimed Secret Cinema.

Award-winning Film Director, Claudio Von Planta, is delighted that the final documentary will be debuted in such an innovative way, commenting: “We have built up a huge number of followers of the project during the recruitment, voting and filming stages and it is great that they will be able to watch the final documentary online at the same time as the live event in London. I am sure we will also find some new fans, people who perhaps came to the project late or have only discovered Live Every Litre through one particular video on YouTube. It is always exciting for a Director to see the work put in front of people for the first time and to gauge their reactions.”

Details of the exclusive online screening can be found on www.liveeverylitre.com as can the trailer for the final film and all the short films that introduce the cast and their individual stories.


Grey London contact
Claire Ballard
Direct Line: 020 3037 3003
Mobile: 07956 394 886
E-mail: claire.ballard@greyeu.com  

About Grey London
We are 200 people, drawn from different marketing and media backgrounds, working together in a wonderfully open environment in Holborn, London. We do the lot: multi-channel, integrated, digital, above, through and below the line for a wide range of clients including Samsung, P&G, GlaxoSmithKline, Allianz, the British Heart Foundation, Ryvita, Santander, Dairy Crest and Toshiba.

We don’t believe in agency positionings. We do believe in making our clients both successful and happy. We believe we're better than most agencies at listening to what clients really want. Which means we're better at understanding the problem and getting to the most exciting and effective answer.

About Future Shorts
Future Shorts is one of the leading and most innovative short film labels. Since 2003, Future Shorts has created a rapidly expanding network that allows filmmakers the opportunity to have their work seen on the largest theatrical platform worldwide. Passionately believing in getting short films seen and creating a culture around the medium, Future Shorts is recognised by filmmakers, the industry and press alike as the cutting-edge short film label. Future Shorts is a worldwide film festival as well as a distributor, sales agent, consultancy service and DVD label. This is fresh cinema, Future Shorts.

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