Honda Grrr

Objective

Honda launched the 'Hate Something, Change Something' campaign in the UK to promote its newly developed i-CTDi diesel engines, positioning the brand as a problem-solver for environmental and performance issues. The underlying message was that it's acceptable to dislike things that are flawed, because they can be fixed—and Honda's advanced diesel technology was the fix for conventional engines' shortcomings.

Solution

UNIT9 created an interactive game extending the campaign's TV advertisement into a playable browser experience. Players control a white rabbit navigating an isometric 3D environment, collecting carrots while progressing toward a BBQ. Core gameplay involves approaching hostile objects (representing problems) and striking them with a hammer to transform them into friendly alternatives, earning time bonuses for each successful transformation. The surreal and whimsical visual style reinforced the campaign's tone and made transformation mechanic both mechanically rewarding and thematically coherent.

Results

Honda Grrr was an award-winning project that received recognition from four major organizations: Cannes Lions, FWA (Favorite Website Awards), D&AD Awards (2005 Wood Pencil, Media category), and Creative Review Annual.