2013 Results

CAT 14 - Automotive & Accessories (FLM)

SILVER

DDB Paris (FRANCE)

Honda Moto: "The centaur"14-00518-FLM
 

Agency (& City): DDB Paris

Creative Director(s): Alexandre Hervé, Alexander Kalchev

Copywriter(s): Alexander Kalchev, Pierre Mathonat, Alexis Benbehe

Art Director(s): Pierre Mathonat, Alexis Benbehe

Production Company (& City): Crac Paris

Film Director(s): Alexander Kalchev, Antoine Levi, Florent Michel

Production Company Producer(s): Pierre-Yves Bronsart

Dop: Benjamon Roux, Romain Alary

Sound: THE

Music: Clement Tery

Short explanation

Our solution was to hijack the most visible part of the event - the beach itself. We knew that the
TV cameras will be showing live the starting line of the race, so we designed and drew in the
sand right next to the starting line the largest headline ever designed. The headline was 'Leave
your fears behind' and was signed by Honda. It was 100m by 100m tall, covered almost 1000
square meters and was clearly visible from the TV cameras.
We hijacked the most spectacular moment of the race - the 1300 motorbikes starting the race.
By letting the bikers symbolically 'erase' their fears, we proved that Honda is the brand that
knows them best. Instead of doing advertising around the event, our message became a key
part of it. Our headline was seen as the highlight to the event.

Description

Honda Moto France asked us to create excitement around the brand at the largest enduro
motocross race in the world - The Enduropale at Le Touquet (250 thousand visitors, 1300
motocross contestants, Live TV coverage). The Enduropale is also one of the longest and most
difficult races in the world and is followed by all the passionate motocross fans in the world. With
no media and production budget, we had to find a way to brand the event that would cost us
nothing and achieve maximum exposure.