Honda Jazz asks how much can you pack in a hatchback

The Honda Jazz brand has introduced a new character, Rodney the scientist, to conduct experiments seeing how much of anything he can fit into the car.

The website Honda Jazz Packing is hosting an online contest via Facebook to generate new experiment ideas. Guests are invited to submit up to five ideas and pictures. The best idea stands to drive away a real Honda Jazz.

So far Rodney has conducted four experiments trying to fit, among other kinds of people, ninjas and weight trainers into the back of a Honda Jazz.

"The fundamental product truth about the Jazz is undeniable - it is a small car with an incredibly spacious interior. Rather than buying an audience to communicate this message to, we set out to find a new, more relevant way of getting this message out there in the market," said Alex Campbell, planning director at DTDigital.

Honda Australia has been using the ‘fit it all' concept for over a year. Previous campaigns include fitting mega blocks as part of a ‘Imagination' commercial.

Credits:
Project Honda Jazz packing
Client Honda Australia
Creative agency DTDigital
Creative director Adam Morris
Art director Jason Deacon
Copywriter Emma Park
Exposure Online