Honda
Project Drive-In
In the past decade drive in movie theaters have faced rapid extinction. The root of this being the costly conversion from film to digital projectors for these small, seasonal, family owned businesses.
So we created Project Drive-In. A campaign that set out to save a cultural icon, and the beating heart of many communities across America. The core of the campaign was shining a spotlight on the issue, as well as a contest open to all drive-ins to win projectors donated by Honda.
Launch Film
In order to make a meaningful impact on these businesses, we knew we needed to spark a movement. Prior to launching this film, we reached out to every drive-in across the country to participate, created custom kits for them to raise awareness, and even produced the film on 35mm film so they could play it before shows started.
The Project Drive-In site acted as a voting hub and information center about the project. People could vote daily, or donate to the drive-in fund which helped fund additional projectors for the movement. The site outperformed honda.com during the campaign.
We sparked a movement in communities across America.
The Reveal
Case Study
