July 14, 2010

'Live every Litre...' we share the message!

This week we have been sitting pondering about the 'Beat' era and in particularly gravitating our focus towards the musings of one man- Jack Kerouac. It is spurring on stirring sensibilities we feel we need to keep a lid on if we are to continue our existence in the materialistic, mortgage paying, conformist, greedy modern world in which we are forced to operate. We observe others in a manner which sometimes makes us feel quite alone and detached.

And with much excitement- it is during these moments that we come across creative endeavors and life-inspired projects such as this one.

Live every Litre, although is a clever piece of marketing and promotions utilized by the clever and quite rich folks at Honda in order to promote their products- we look beyond this to fully appreciate the mission. We have little interest in the corporate side of the campaign- it is the creative tools adopted, the social manner in which the film is launched and the hidden message in the content that excites us.

Check out the trailer below and you will know what we mean- you may also recognize why this links to our contemplations about the 'Beat Generation' era:

Here is a bit more schpeel about the project and campaign from the website:

A PROJECT BY HONDA

WHAT IS THIS?

Back in February we set out to make a documentary about the extraordinary journeys people want to go on, but never do. Journeys that were about experience not distance. Whether it was following in the footsteps of an ancestor, following a band, finding a lost relative, looking for love, fame or fortune, saying hello again or just saying sorry.

BUT WHAT DO WE KNOW ABOUT MAKING A DOCUMENTARY?

Well, we don’t. Or at least we didn’t. So to make it happen we needed help – lots of it. We wanted this to be a co-created, crowd-sourced, multilingual documentary – the first of its kind. And we wanted the stars of the film to be real people. So we asked the whole of Europe to get involved and share their dream journeys with us. The response was inspirational. To help us choose the stories that would make the best film we also got an award-winning director on board – Claudio Von Planta (Long Way Down & Long Way Round). Together with a team of bloggers from the UK, France, Germany, Spain and Italy, a final cast of 13 were chosen.

AND WHAT HAS ALL THIS GOT TO DO WITH HONDA?

Making a documentary is not the only thing we’re doing for the first time this summer. We’re also launching our first sporty hybrid car, the CR-Z. It’s a car that’s designed to capture the imagination of a new generation – a generation that’s independent, inquisitive and isn’t afraid to try new things. The CR-Z will play its own part in our documentary too, being driven by each of their cast as they undertake their leg of the journey across Europe.

We will be joining the rest of the avid appreciators of clever creativity!