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Quote:

Honda Racing F1 Team launches pioneering environmental concept

The Honda Racing F1 Team today announced a major new initiative for the 2007 Formula 1 season. To help raise awareness of the environmental issues facing the planet, the RA107 F1 car will simply feature a huge image of earth, in place of the advertising and sponsor logos which have featured and dominated all other F1 cars for decades.

The car’s new look is a powerful call to action for fans, sponsors, customers and members of the public to join Honda’s commitment to help address the environmental issues facing the world.

Via the websitewww.myearthdream.com, anyone who wishes, will have the opportunity to have their name on the car, make a pledge to make a lifestyle change to improve the environment and make a donation to an environmental charity. Under the concept of “our car is your car”, each name will form a tiny individual pixel which will help build the image of planet earth on the car. Each name will be visible on the website when you make the pledge or under a microscope on the car.

Universal Music, the largest music company in the world, and Gatorade are the first global brands to partner the team in this exciting new concept. Existing partners have enthusiastically embraced the idea and all remain involved with the team for the 07 season. In addition, the team is delighted to announce that Fila, IBM, Instron, Oliver Sweeney, Perkin Elmer, Showa Denko, TUV and GF Agie Charmilles have joined the roster of team partners and suppliers.

The Honda Racing F1 Team will work closely with global environmental charities to develop Honda’s existing environmental ethos within the world’s most high profile motor-sport.

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Honda Racing F1 Team has taken a massive step out on its own by removing all the commercial logos from its latest grand prix contender. Instead of being a 200mph billboard for advertisers, the aerodynamic shell of the two Honda RA107s being raced this season by Rubens Barrichello and Jenson Button, will be adorned with a huge image of the Earth.

Whereas the traditional model of Formula One has offered on-car exposure in a straight return for sponsorship revenue, the Honda F1 Racing Team is revolutionising motor sport by removing all branding and adopting a licensing model with its partners who will be able to use it as a strong and evocative marketing tool.

Points for originality I guess. This is Honda, after all. Maybe its a gimmick, maybe not...wouldn't be the first time in F1 for gimmicks.