| Title | ONLY GODS THINK ONCE |
| Brand | HONDA MOTO |
| Product/Service | HONDA MOTO |
| Category |
B03. ILLUSTRATION |
|
Entrant Company
|
DDB PARIS, FRANCE
|
|
Advertising Agency
|
DDB PARIS, FRANCE
|
Credits
| Alexandre Hervé |
DDB Paris |
Executive Creative Director |
| Emilie Ramain |
DDB Paris |
Art Director/Copywriter/Illustrator |
| Stephane Adouin |
Ddb Paris |
Art Director/Copywriter/Illustrator |
| Mathieu Roux |
Ddb Paris |
Account Supervisor |
| Olivier Massanella |
Ddb Paris |
Account Supervisor |
| Richard Mathiau |
Honda Moto |
Advertiser's Supervisor |
| Valerie Larousse |
Honda Moto |
Advertiser's Supervisor |
Brief Explanation
Conceive a 100% handmade drawing was the most effective solution to describe and amplify the
extreme danger of this race without offending people, and to keep the mythological universe that
surrounds it.
It took more than 250 hours to develop completely by technical pen (Rotring) this illustration,
which starts from this principle: draw every single difficult part of the race, in the style of
engravings of ancient times.
Finally, to create a bridge between the world of bikers and this legendary race, we have added a
touch of modernity, via a design that reminds biker tattoos, like snakes or dragons.
The Brief
The Isle of Man TT Legend is the most impressive and the most dangerous motorcycle track in
the world. This is also the race where Honda has the most titles. Thus, this is an opportunity for
Honda to communicate, and demonstrate its leadership.
How the final design was conceived
The challenge was to rely on the 170 wins of Honda to literally appropriate the Isle of Man
Tourist Trophy, reminding that Honda is the undisputed master of the most hazardous race of
the world, that feeds the dreams, nightmares and fantasies of all bikers.
The objective was to represent the projections of bikers who compete, to show the image of the
race just as they see and feel it.
In other words, demonstrate that Honda is the brand that truly understands bikers, by showing
that it is not only the leader in this crazy race, but goes beyond, as a legendary brand.
Indication of how successful the outcome was in the market
A press campaign orchestrated on April 26th and 27th, during the Bol d'Or, a mythical race
followed by thousands of people.
The operation/campaign has been deployed in L'Équipe, the first sports newspaper in France,
with more than 2 Million readers per day.