| Title | CHALLENGE LAB |
| Brand | HONDA |
| Product/Service | CAR TRADE SHOW |
| Category |
D05. Interactive Outdoor Experiences |
|
Entrant
|
JACK MORTON WORLDWIDE London, UNITED KINGDOM
|
|
Idea Creation
|
JACK MORTON WORLDWIDE London, UNITED KINGDOM
|
|
Production
|
JACK MORTON WORLDWIDE London, UNITED KINGDOM
|
Credits
| Martine Eveille |
Jack Morton Worldwide |
VP, Business Director |
| Andrew Thomas |
Jack Morton Worldwide |
Creative Director |
| Pavlina Nehrebecki |
Jack Morton Worldwide |
Producer |
| Jonathan Bates |
Jack Morton Worldwide |
Senior Creative Associate |
| Jonathan Horwell |
Jack Morton Worldwide |
Senior Designer |
| Jordan Muir |
Jack Morton Worldwide |
2D Designer |
| Kris Love |
Jack Morton Worldwide |
Production Manager |
Brief Explanation
By registering their details, visitors received an electronic pass that unlocked the fun activities and shareable moments inside The Challenge Lab. These included the ‘Roar Face’ interactive, whereby visitors received a picture of their face when experiencing the adrenaline rush associated with the Civic Type R. To achieve this, they sat in a car seat and pushed their foot down on a gas pedal to activate a giant fan.
Elsewhere, you could discover the surprising boot capacity of the new Civic by loading it up with a variety of objects and luggage - all against the clock. Or try to beat Honda’s traffic sign recognition system by testing the speed of your own reactions to changing traffic signs and receiving a boomerang image of your attempts. Visitors could also reenact Honda’s latest commercial by scaling a mini climbing wall and then watch their progress on screen afterwards.