Honda, in an attempt to show that it can go green, sent customers of its lawn and garden equipment, a letter that literally grows. Printed on a special paper that contains seeds, the text invites the readers to plant the letter, to help neutralize the carbon in the atmosphere. The seeds contained within the letter grow into flowers and both the envelop and the paper were 100% recycled, acid-free and environmentally-friendly.

A really simple idea that does the job well - a letter containing embedded seeds that you are supposed to plant. Honda sent out a direct mail letter that literally grows. Once soaked in water and planted in soil, the seeds inside the paper itself grow into wildflowers. The company wanted to raise the green credentials of its lawn and garden equipment and to remind avid gardeners that their range of products its not only good for their garden, it’s also good for the environment. Their solution was a letter that grows. When consumers plants the letter, it will become a permanent part of their garden. In terms of a gardening message, “Honda” literally became part of their garden.
In terms of a green message, they went beyond “Carbon Neutral” and created an idea that would ultimately remove carbon from the atmosphere. They even used green friendly inks.

The concept was implemented by Inferno, a London based marketing outfit. Though one could fairly easily argue the environmental implications of a direct mail letter (the creation of more paper, regardless of it’s biodegradability or green purpose, uses chemicals and expends energy).
Kudos for Honda. We hope the company’s interest in the environment is not just a publicity stunt and a passing trend. One can only hope.