Over fifty years, the Goldwing has become the reference in the touring class. The first motorcycle equipped with an airbag, a rear gear, a six-cylinder engine, a GPS or a radio, the Goldwing has the equipment to make a German sedan envious. 

For a few years now, when we talk about the Goldwing, ordinary bikers automatically think 'old man’s bike' or 'moto-taxi'. A reductive representation of the GOAT of touring bikes. 

The launch of the new model in 2021 was the perfect occasion for Honda Moto and DDB Paris to restore the tarnished image of the Honda Goldwing. 

Because this iconic bike deserved more than just a beautiful shot on a beautiful road with a price tag, the agency had to find a visual expression that lived up to its status. 

Through a series of six visuals breaking the market conventions, DDB Paris treated the Goldwing as a luxury good and reassert its dominance on the touring segment with a new tagline: “The origin myth of travel”.