The Brief
Honda’s annual Civic Tour partners with a headlining band to create a fan-first concert experience, including a custom Honda Civic designed by the artist and given away to one fan. For the Paramore edition, the challenge was to make a nationally run sponsorship feel authentic to the band’s audience, while driving excitement for the tour and the giveaway.
We needed to speak in a visual language that felt like music culture, not auto advertising, and make the customized Honda Civic feel like a true extension of the tour.
The Results
We treated the customized Honda Civic like a limited-edition drop. Teased it, built anticipation and then revealed it like merch.
The campaign created national excitement by framing the custom Civic as a fan collectible and used a cohesive tour-first visual system across OOH, print, and digital. The work helped Honda feel less like a sponsor and more like part of the experience, connecting Paramore fandom to the Civic Tour through a consistent, high-energy rollout.
A car giveaway that felt like
band merch.
