Honda - Hate doesn’t always suck ass

This paper describes the development of Honda's 'hate' campaign for its new diesel engine. The central idea was that hate can be positive if it impels you to change something for the better.
Agency: Wieden & KennedyAuthor: Stuart Smith

Hate doesn't always suck ass

Stuart Smith

Is hate so bad? What if it made us mad enough to change something? Isn't that positive hate? This piece of thinking not only inspired the creative work for the Honda Diesel...

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