Responses by DDB Paris.

Background: The purpose for this campaign was to be disruptive. During the last Paris Fashion Week, Honda Moto showcased a series of diptychs, matching jackets with iconic motorcycles from its range. An on-site and online campaign increased traffic to Honda’s motorcycle website and reinforced the brand’s inclusive image, uniting hardcore motorcycle fans and fashion aficionados. We wanted to seduce the current, young, inclusive generation and also conspire with our old target audience. In the end, we create a match between these two passionate targets.

Design thinking: At the beginning, we made a simple observation around the fact that we could see the five letters in Honda next to the others famous letters of Chanel on TikTok or the e-commerce platform Vestiaire Collective. Honda was more famous among Gen Z as a fashion brand than a motorcycle brand, so we needed to tell them the truth about the brand’s DNA.

Challenges: Selling a fashion campaign to a motorcycle brand.

Favorite details: We are very proud of the campaign’s simple art direction. We started from day one with a simple draft.

New lessons: We learned that passion has no boundaries. There was the same energy at Paris Fashion Week that there was at the Le Mans car race. Passion is always a power to move.

Specific project demands: It was difficult to shoot during fashion week, but it was also very challenging to produce the campaign’s six prints very quickly. Part of the campaign included Honda unfollowing all its social media accounts to focus solely on the fashion industry and follow trendsetters like Dazed, Elle, Kim Kardashian, Loïc Prigent, Rihanna and Vogue; this required no hesitation on the brand’s part.

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