Honda CR-V Black Edition campaign

The problem

Honda launched the CR-V e:HEV Hybrid Black Edition in black and white. The campaign had to present it as a car for people who do not settle for half-tones or compromises: the best driving qualities and economy in a stylish package.

The solution

We built the campaign on chess. What’s your move? Black or white? The two colours of the car became the two sides of the board.

Magazine spreads and outdoor posters play with black and white squares and lead to one message: think several moves ahead, think about the future. As the car is a hybrid, we added one more line: live in style, think green.

The results

A clear black-and-white concept that works the same way in print and outdoors and makes the colour choice part of the story.