DDB Paris | HONDA MOTO FRANCE

Insight:

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 epic failure.

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 which used 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.

Impact:

The social campaign only lasted 24 hours but generated record KPIs:

· +17% followers

· 144k interactions

· 45k engagements

· Hundreds of comments and stories

This campaign was a runaway success and quickly became the most engaged in Honda’s history.

We set up a one-time exhibition of the screen-prints in February 2023 during a professional show and it ended up driving over 110k visitors to the brand’s stand over the course of a four day period.