Many forms of branded entertainment focus on consumer pleasure, these days. Especially in categories in which audiences are declining, such as car industries.

Entertainment which satisfies consumers, and at the same time conveys the appeal, is needed.

Unfolded patterns in PDF and the video footage and the campaign site were the only things we created.

Making greater momentum with limited resources was the next goal.

The assembled full-scale model debuted at the same day, same place as where real product launch event was held.

Soon after it was launched, the paper craft caught attention of the public and was introduced via numerous famous TV shows.

Soon after, it received many offers from car related events, automobile dealers. And even from department store in the heart of Tokyo, reaching potential consumers who were not car enthusiasts.

In Japanese internet culture, there is a term called 'Yattemita' (Literally meaning 'I’ve done it'). This can be anything from a massive bike stunt or making an insanely complicated product, or even a lip dub. People in Japan respect the user who does this 'Yattemita'; the larger the effort is, the bigger the respect becomes. The video is the Honda’s 'Yattemita'-a concept taking real dedication and commitment to design, and so doing, inspiring the others to create their own.

It resulted in 360,000 views and 70,000 downloads. The access went up 800%. Honda became No.1 in mini-car segment.