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Honda Moto France: Close-up
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The Africa Twin takes a great ride.
New campaign signed DDB Paris for Honda Moto. 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. 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. 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.
Brand Management: Fabrice Recoque, Sébastien Pernel, Valérie Larousse, Laura Henimann Related |
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