Honda Letter
Honda wanted to raise the green credentials of its lawn and garden equipment and to remind avid gardeners that Honsa’s range of products its not only good for their garden, it’s also good for the environment. Their solution was a letter that grows. They printed the direct mail piece on specially made paper containing seeds that could be planted to grow flowers. When consumers planted the letter, it became a permanent (and lovely) part of their garden. In terms of a gardening message, “Honda” literally became part of their garden.
In terms of a green message, they went beyond “Carbon Neutral” and created an idea that would ultimately remove carbon from the atmosphere. Both the envelope and paper were 100% recycled, acid free and environmentally friendly. They even used green friendly inks.
Agency: Inferno London, United Kingdom
Found at: Direct Daily
Posted in Direct 
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March 6th, 2008 at 1:21 pm
[...] 100% recycled, acid free and environmentally friendly. They even used green friendly inks.” [Ad Goodness] Mar 6, 2008 · Link · Respond Related Posts • 03.05.08: Did Obama’s Gay Ads [...]
March 6th, 2008 at 11:10 pm
Love this! I think it’s brilliant.
March 7th, 2008 at 2:46 pm
seen this idea many, many, many times before. people were coming up with this in my ad school years ago. sorry.
March 7th, 2008 at 7:52 pm
wow!
One of the best direct marketing actions I’ve seen
March 11th, 2008 at 7:43 am
we use these for another company.. I hate to tell honda and everyone here. Seed paper doesn’t really work lol… Maybe 10% of the time in an ideal situation.
March 11th, 2008 at 7:44 am
actually i wonder if the carbon footprint of manufacturing one of these pieces of paper makes it less green than regular paper lol. I am serious its all a big scam this green paper green whatever stuff.
March 17th, 2008 at 7:27 am
This is a diversionary gimmick, quite a pretty one but a gimmick all the same.
Honda has developed the perception that they’re greener and cooler than many of other automotive manufacturers but the reality is obvious.
They make cars and SUVs so a few seeds in a bit of paper isn’t going to make up for that now is it.
March 18th, 2008 at 9:43 am
This is brilliant!!! Who do I have to contact to get a copy?
March 19th, 2008 at 6:26 am
A question. Why has Honda sent out the letters? Was it only for the purpose of telling consumers that the letter is environmentaly safe? If that’s true I have strong doubt whether such a mail makes any sense (besides to get a Lion in Cannes).