The beautiful fail

DDB Paris brought the last edition of the 24H of Le Mans Moto back to life via a large-scale emotional operation, combining social networks and events. Honda Moto only reached the third step of the podium of this edition, narrowly missing the title of best manufacturer in the history of Le Mans.

The story-telling operation relates this failure and the epic of this incredible race.

At the end of February, the Lyon Bicycle Show was the opportunity for Honda Moto France to reveal 24 screen prints created by its agency DDB Paris. 24 silkscreens, for 24 hours of intense endurance racing. Visitors to the show were able to admire these unique creations, whose production process is a first. Indeed, DDB Paris managed to create ink from the engine oil of the Honda motorbikes that raced in the 2022 Le Mans Moto 24H. Several months of work and tests were necessary to create 24 art works using this unique process.

Each of the silkscreens is accompanied by a tagline that evokes the highlights of the legendary Le Mans race. With intimate shots and live images of the race, DDB Paris and Honda Moto recount the epic of the Honda France team. From the short naps of the technicians to the misty eyes of the riders, the series offers to relive this race from a human perspective, 24H where all hopes and dreams are allowed.

DDB also ran a special operation on Honda Moto France's social networks to give fans of the manufacturer the chance to win a copy of each silk-screen print. The 24H of Le Mans Moto were recreated through stories, publishing each photo at the exact time each was taken. In these 24 hours, the campaign broke records: more than 4,000 participations, more than 144,000 interactions, more than 17% of new subscribers, making the 24H of Le Mans Moto operation the most effective recruitment and engagement operation since the creation of Honda France's social accounts.