While everyone was embracing the maker community, we thought we’d have some fun with them on April Fool’s Day. So we created the Fit Kit, the first do-it-yourself vehicle you can build at home. The vehicle arrived in 180,000 individual boxes and we followed the lofty-minded exploits of Vanessa and Caleb, and their need to build everything by hand.

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We created a hipster logo, press release, instruction manual, and even used a drone for good measure. The campaign coincided with the upcoming launch of the new Honda Fit, and served to show the vehicle in a simple, fun and unassuming way.

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