Native content to authentically reach a targeted audience
Honda wanted to align the launch of the new Civic with relevant music and pop culture moments that would drive awareness of the new civic to a millennial audience.
The A.V. Club team created Pioneering, a new A.V. Club series presented by Honda. The series went to eight cities around the United States, and at each stop filmed a short documentary-style video about an American music pioneer. A current musical artist who's been influenced by that pioneer gave a special performance of one of their songs.