| Title | POT |
| Brand | HONDA MOTO |
| Product/Service | AFRICA TWIN |
| Category |
E03. Print & Publishing |
|
Entrant
|
DDB PARIS, FRANCE
|
|
Idea Creation
|
DDB PARIS, FRANCE
|
Credits
| Alexander Kalchev |
DDB Paris |
Executive Creative Director |
| Alexis Benbehe |
DDB Paris |
Creative Director |
| Pierre Mathonat |
DDB Paris |
Creative Director |
| Patrice Dumas |
DDB Paris |
Copywriter |
| Charlotte Faurisson |
DDB Paris |
Art Director |
| Nicolas Denis |
DDB Paris |
Art Director |
| Mathieu Masse |
DDB Paris |
Art Director |
| Julien Bon |
- |
Photographer |
| Pia Scheider |
DDB Paris |
Art Buyer |
| Claude-Henri Galbois |
DDB Paris |
Planner |
| Vincent Léorat |
DDB Paris |
Vice-President |
| Willy Bouhet |
DDB Paris |
Account Director |
| Arthur Piaulet |
DDB Paris |
Account Manager |
| Victor Roger |
DDB Paris |
Account Supervisor |
| Tom Salvan |
DDB Paris |
Account Supervisor |
| Fabrice Recoque |
Honda Moto |
Advertiser Supervisor |
| Sébastien Pernel |
Honda Moto |
Advertiser Supervisor |
| Valérie Larousse |
Honda Moto |
Advertiser Supervisor |
| Laura Henimann |
Honda Moto |
Advertiser Supervisor |
Cultural / Context information for the jury
The Africa Twin is one of the most mythic Honda motorcycles. Its first prototype has beaten the Paris Dakar in the 80s, and its DNA is fundamentally linked to an old challenge. Man, versus wild. Or how to hurt yourself and feel better at the same time. The thing is, a brand-new Africa Twin, all shiny and clean doesn’t look at all like an Africa Twin. You have to take it outside to finish the job. Scratch it and make it your own. Bring that monster where it belongs: DIRT. And don’t ever wash it, because dirt is a memory. And it’s beautiful, right?
Tell the jury about the copywriting.
Considered one of the jewels of the Honda Moto range, we decided to highlight the design and the attention to detail of the new model of the Africa Twin by borrowing the codes of luxury and technology. Like a smartphone, a watch or a computer shown in their smallest details, the Africa Twin is sublimated by close-ups, but after an excursion, a trip, a ride. Because this piece of technology is not “made to stay in a blister”. The campaign had to be brutal, true and committed just as this bike. It’s not really an Africa Twin when it’s brand new, right ? As one of the visuals says, it has been 'Made to be at the wrong place at the wrong time'. The lines are setting the tone for a communication that is always at odds with the stereotypes of the two-wheel market.