December Drive

Client — Acura
Year — 2014
Agency — Razorfish
Role — CD
Category —Social Campaign


Acura wanted to create a campaign around their holiday sales event that would generate interest in the brand while driving sales


Starting December 1st, our hired actor 'Chris Hardwick' along with a camera crew embark on a month-long test drive across America - starting in San Francisco and ending in New York City. This adventure would be captured and shared on an immersive campaign landing experience where fans are invited to participate. User generated fan content is filtered and fed to our driver in real-time and helps direct the flow of the story. Some people might ask him to perform extreme maneuvers, so we have a producer on hand to make that possible. Someone else may want to be picked up for a test drive while he’s nearby. He responds. Others might just want him to say something funny… He obliges them.