C O N T E X T
The new Honda Africa Twin is not new, in the way that this legendary motorcycle was developed in 1988, and this new model is just an upgrade. So, how can we revive the target's interest in a product that they already know and which does not, at first glance, offer any revolution ?
I N S I G H T
When you ride a dirt bike in the city, the call of trail and adventure can be urgent, especially on a model like the Africa Twin which was made for that.
I D E A
Remind bikers of the primary function of the Africa Twin by symbolizing the call of nature in an urban environment.
M Y R O L E I N T H E C A M P A I G N
Art director and copywriter - with Aymeric Chevallier
O T H E R I D E A
Another campaign was proposed to the client. The idea was to bring out the bestial side of the Africa Twin and show it like a wild animal photographed in its natural habitat. The client loved this version but the communications team suggested that the bike is bigger on the other campaign... Yeah I know.
H O N D A H O R N E T
We were asked to work on the new Honda Hornet campaign as well but we wait for news about it.
