Instead of logos, Honda's cars will display an image of the Earth to align its brand with environmental issues. The Earth image will be created by pixels carrying the names of brands and consumers who make a donation to an environmental charity or visit a dedicated microsite and pledge to make a green lifestyle change. The campaign website, myearthdream.com, launched this week. The concept was devised by 19 Entertainment.
Universal Music and Gatorade have become the first big names to sign up to the scheme, which is supported by Honda Racing suppliers Fila, IBM, Instron, Oliver Sweeney, PerkinElmer, Showa Denko, TUV and GF Agie Charmilles.
Last season's Honda cars, driven by Jenson Button and Rubens Barrichello, carried relatively limited on-car branding. The only consumer brand to feature prominently was sunglasses manufacturer Ray-Ban.
The Formula One season begins on 18 March in Melbourne.
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