Honda’s Plug-In Vehicle Gets a Plug-In Billboard to Match

RPA turns off some letters to tout energy conservation

Here's a nice outdoor execution by RPA for the all-electric Honda Fit EV, which gets a remarkable 118 mpg. The billboard shows the car plugged into Honda's iconic "H" logo, with a few letters turned off—leaving the word "On"—to emphasize the vehicle's environmental friendliness. Of course, that stunt cuts both ways. Any use of electricity on billboards is a drain of resources, making it tougher to make conservation claims—a dilemma this famous Denver Water billboard faced as well. Credits below.

CREDITS
Client: Honda
Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Group Creative Director: Jason Sperling
Creative Director, Art: Jason Sperling
Associate Creative Director, Senior Copywriter: Damian Fraticelli
Senior Art Director: Katie Carlile