Wieden + Kennedy Goes Off the Grid

Following their recent Experiment that had users thinking up different creative combinations with an interactive game, creative team Kirsten Rutherford and Lisa Jelliffe have released their final offering for the Great Unknown campaign to promote the new Honda Civic.

In the form of a unique 360 degree video experience that lets viewers venture into the unknown, the interactive video, inspired by the Street View experience, explores incredible environments such as ice glaciers and high desert cliff tops. And Rutherford and Jelliffe relished the chance to shoot such an adventurous job.

“We visited an ice cave in Alaska that was newly created and discovered, as well as an underwater art museum in Cancun where the fast growing reef means the sculptures won't be visible in a few months time.”

Off the Grid is the final of three interactive experiences Wieden + Kennedy London has created for the new Honda model and follows the web film Happy Dog and HTML5 game The Experiment with each relaying part of the journey the Honda engineers undertook and how they got to the final design of the Civic.

“The Civic design team threw out what they knew and started afresh, exploring every path,” explain Rutherford and Jelliffe. “We wanted Off the Grid to reflect how rewarding a journey into the unknown can be.”

Inspired by Street View, the experience takes users to places they’d never get a chance to otherwise see, or lets them experience familiar locations in an entirely new way.

“We rigged the camera off a chopper and flew off a cliff in Arizona, as well as pushing it out on to the middle of a frozen lake on a glacier,” say the pair. “All pretty exciting stuff and without a doubt the most amazing shoot of our careers so far!”