Honda Fans Create Speed Selfies in Geneva

Honda has launched an experiential campaign - #RaceFace - enabling Geneva Motor Show visitors to feel the speed of the new Honda Civic Type R and create their ultimate ‘speed selfie’.

The initiative, created in collaboration with Lost Boys (part of DigitasLBi) and production partners B-Reel, aims to create buzz around the launch of the vehicle at the event, kicking off today and running until 15 March.

Hosted at a special video booth, where members of the public are blasted with a gust of wind representative of the speed of the Honda Civic Type R, the execution further strengthens the positioning of the Honda brand as sporty, innovative and at the forefront of engineering.

Sean Pruen, motion director at B-Reel, which collaborated on the project,  states: "This is an immersive brand experience for Honda that utilises some clever technology to create amusing, shareable content. The team has been having a lot of fun using the experience and it’s producing some fantastic videos."

B-Reel created the booth in a warehouse in Hackney before transporting it to Geneva. #RaceFace aims to recreate the experience of travelling at speed in the new Honda Civic Type R by putting users into the fully-immersive experience with sounds, lights and an intense blast of air. A commercial leaf blower, LED lighting rig, audio playback and video capture are all controlled using an Arduino.

“Geneva not only provides a great opportunity for us to create buzz around our new models, but also allows us to tell our story as a brand,” says Claire Dunford, European social media manager at Honda Motor Europe. “This clever initiative really brings to life our commitment to innovation and desire to challenge the status quo.”

The experience is filmed in super slow-motion and captured as short video clips that users can then share via their social profiles.

“Inventing, testing, improving, tweaking. Honda’s engineers have created the most advanced Civic Type R yet. And now we’re giving the public the chance to celebrate it,” explains Gav Gordon-Rogers, creative partner at Lost Boys. “They’ll encounter the feeling of travelling at speed in a bespoke simulator and leave with a unique souvenir: a slow motion video portrait to share with friends.”

The campaign will run throughout the show before being rolled out at a number of future Honda events and exhibitions.

To see the latest video clips click here.