HONDA Moto France - "The beautiful fail"

DDB Paris

DDB Paris PARIS, Francia

Premios

3895

Marca: HONDA Moto France
País: Francia

Anunciante: Honda Motor Co., Ltd.

Título	The beautiful fail
Agencia	DDB Paris
Campaña	The beautiful fail
Anunciante	Honda Motor Co., Ltd.
Marca	HONDA Moto France
Fecha de primera difusión/publicación	2023 / 4
Sector Empresarial	Ciclomotores
Filosofía	DDB Paris brought the last edition of the 24H of Le Mans Moto back to life via a large-scale emotional operation, combining social networks and events. Honda Moto only reached the third step of the podium of this edition, narrowly missing the title of best manufacturer in the history of Le Mans. The story-telling operation relates this failure and the epic of this incredible race. At the end of February, the Lyon Bicycle Show was the opportunity for Honda Moto France to reveal 24 screen prints created by its agency DDB Paris. 24 silkscreens, for 24 hours of intense endurance racing. Visitors to the show were able to admire these unique creations, whose production process is a first. Indeed, DDB Paris managed to create ink from the engine oil of the Honda motorbikes that raced in the 2022 Le Mans Moto 24H. Several months of work and tests were necessary to create 24 art works using this unique process. Each of the silkscreens is accompanied by a tagline that evokes the highlights of the legendary Le Mans race. With intimate shots and live images of the race, DDB Paris and Honda Moto recount the epic of the Honda France team. From the short naps of the technicians to the misty eyes of the riders, the series offers to relive this race from a human perspective, 24H where all hopes and dreams are allowed. DDB also ran a special operation on Honda Moto France's social networks to give fans of the manufacturer the chance to win a copy of each silk-screen print. The 24H of Le Mans Moto were recreated through stories, publishing each photo at the exact time each was taken. In these 24 hours, the campaign broke records: more than 4,000 participations, more than 144,000 interactions, more than 17% of new subscribers, making the 24H of Le Mans Moto operation the most effective recruitment and engagement operation since the creation of Honda France's social accounts.
Medio	Case Study
Duración	128 seconds
Director de publicidad	Sebastien Pernel
Director de publicidad	Valérie Larousse
Director de publicidad	Laura Henimann
Responsable de la creación	Alexander Kalchev
Director creativo	Alexis Benbehe
Director creativo	Pierre Mathonat
Director artístico	Jean Weessa
Responsable de conceptos / redactor	Damien Veillet
Responsable de cuentas de agencia	Vincent Leorat
Responsable de cuentas de agencia	Tom Salvan
Print Producer	Erick Barbotte
Print Producer	Corinne Vulliez
Videographer	Pierre Mathonat
Videographer	Julien Beuvry
Creative Traffic	Sophie Toque
Creative Traffic	Virginie Fruchard
Silkscreens workshop	Shlag Lab