Honda was an amazing brand to work on.

One of their founding values is being a company society wants to exist. Over the years we created a number of social and branded content campaigns putting this value into action, culminating in Project Drive-In.

They were American-made, but weren’t seen that way.

Hondas are popular on the coasts, but in middle America they’re still often seen as a Japanese brand – despite the fact that they’re actually more American-made than the American automakers.

Hollywood was going digital. Drive-ins were going dark.

The era of film reel projection was coming to a close as the movie industry was converting to digital. Big chain walk-in theaters could easily afford the $80,000 upgrade, but rural, family-owned drive-ins were in peril. The lights could go dark on an American icon forever.

Who better to save the drive-in than a car company? 

We sparked a grassroots movement in partnership with drive-in owners to preserve this iconic part of car culture. When it was all over, the gravity of what we did started setting in. We weren’t just marketing or saving a piece of car culture. We were saving livelihoods, family businesses passed down from previous generations, and beloved community gathering places. And that was the best reward of all.