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Honda's Africa Twin Takes a Great Ride for Close Up Campaign

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DDB Paris took the pride of the Honda Moto range for a spin to highlight its attention to design and detail

Honda's Africa Twin Takes a Great Ride for Close Up Campaign

Considered one of the jewels of the Honda Moto range, DDB Paris decided to highlight the design and the attention to detail of the new model of the Africa Twin by borrowing the codes of luxury and technology. Like a smartphone, a watch or a computer shown in their smallest details, the Africa Twin is sublimated but after an excursion, a trip, a ride.

After a first communication during the health crisis, where the famous motorcycle was sublimated in interiors, it was time to take the legend out of the walls with the 'Close-up' campaign.

The traces of mud and scratches reveal the beauty of the machine. No beautiful reflections, no subtly highlighted lines. The campaign is brutal, true and committed because 'No toys were made to stay in a blister' as one of the visuals says or 'Made to be at the wrong place at the wrong time' really sets the tone for a communication that is always at odds with the stereotypes of the two-wheel market.

Honda Moto has chosen a product-centered communication and riders’ insights are still related to the news and the global context. The example of a brand that accompanies its audience in its life, regardless of the upheavals it undergoes.

This campaign concludes a series of campaigns that began during the lockdown until today.

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Executive Creative Director : Alexander Kalchev

Creative Director : Alexis Benbehe, Pierre Mathonat

Art Director : Charlotte Faurisson, Nicolas Denis, Mathieu Masse

Copywriter : Charlotte Faurisson, Nicolas Denis, Mathieu Masse, Patrice Dumas

Photographer: Julien Bon

Art buyer : Pia Scheider

Brand Management: Fabrice Recoque, Sébastien Pernel, Valérie Larousse, Laura Henimann

Agency account managers: Vincent Léorat, Willy Bouhet, Arthur Piaulet, Victor Roger, Tom Salvan

Planner : Claude- Henri Galbois

Categories: Automotive, Bikes

DDB Paris, Tue, 29 Sep 2020 09:17:41 GMT