2019 Print & Publishing

MIDLIFE CRISES

Short List
ClientHONDA MOTO
Category A03. Durable Consumer Goods including Automotive
TitleMIDLIFE CRISES
Product/ServiceHONDA MOTO
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Alexis Benbehe DDB Paris Creative Director
Pierre Mathonat DDB Paris Creative Director
Shad Bharucha DDB Paris Art Director
Nicolas Denis DDB Paris Art Director
Patrice Dumas DDB Paris Copywriter
Jean-Christophe Royer DDB Paris Copywriter
Claude-Henri Galbois DDB Paris Planner
Eric Hazout DDB Paris Account Director
Arthur Piaulet DDB Paris Account Manager
Victor Roger DDB Paris Account Executive
Sebastien Pernel Honda Moto Marketing Manager
Valerie Larousse Honda Moto Communications Manager

Cultural / Context information for the jury

Back in 1961, Honda decided to design a small motorcycle for a famous Japanese Amusement Park to keep kids entertained. And kids loved it. The bike was so easy to handle, kids just had to twist the throttle and go. It was just a matter of days before adults set their eyes on it and started riding this new toy. Pretty immature of them, right? Pretty soon, this unexpected popular success led Honda to take this bike into production. Its name was inspired by the silly silhouette adults had when riding it: Monkey. Since then, this small bike created for big children had 50 years of amazing success around the world. So, when Honda announced it was going to produce a new model, we had to celebrate the reason why this bike was produced and passed the test of time. Pure immaturity: “Monkey, immaturity at its best”.