THE PRICE

TitleTHE PRICE
BrandHONDA MOTO
Category B01. Fast Moving Consumer Goods
Product/ServiceHONDA MOTO
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Production MAUL PRODUCTION Paris, FRANCE
Post Production STUDIO 5 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
Jean Weessa DDB Paris Art Director
Vincent Léorat DDB Paris Vice-President
Willy Bouhet DDB Paris Account Director
Arthur Piaulet DDB Paris Account Manager
Tom Salvan DDB Paris Account Executive
Claude-Henri Galbois DDB Paris Planner
Fabien Donnay DDB Paris Film Producer
Fabrice Recoque Honda Moto Advertiser Supervisor
Sébastien Pernel Honda Moto Advertiser Supervisor
Valérie Larousse Honda Moto Advertiser Supervisor
Laura Henimann Honda Moto Advertiser Supervisor
Alexandre Vicart Studio 5 Sound Producer

Write a short summary of what happens in the film

For riders, motorcycles are way more than a lifestyle or a passion, it’s an endless learning process. From the first kicks to the first fall, from bad weather to the bad reputation that comes with it, being a rider is a difficult path that requires a lot of sacrifices. With this film, we seek to question the price of this dream, which always asks for more.

Cultural / Context information for the jury

For an authentic rendering, the film was made with images from private individuals riding Honda bikes. A great way for the brand to pay tribute to its community. The film was entirely written and made during the great lockdown in France. In four days and without any media, the film was seen by 1.975 Million French riders on social media (2M riders total in France) and generated 15,65% engagement on Facebook. In this period, the number of fans increased by 23%.