All Work

Honda · Social · Documentary · 2012

Million Mile Joe

Joe LoCicero drove an impeccably kept 1990 Honda Accord with 938,000 miles on it. His goal was to reach 1,000,000. We documented his journey on Facebook starting in 2011. He became a fan favorite immediately — and opened up mileage stories from Honda owners across the country.

Bronze ClioSilver ADDYThinkLA Best Use of VideoOne Show Merit — Best Use of Social
Joe LoCicero smiling at his milestone
Million Mile Joe parade flags
The one million mile odometer moment
Joe's route map across America
Million Mile Joe print ad
Facebook page tracking Joe's progress
45MEarned media impressions
650KOrganic YouTube views
1MMiles. He made it.