GREENPEACE / anewwarrior.com

CASE STUDY

AWARDS

Yellow Pencil - D&AD- 2012

Gold Effie Award 2011

Silver Lion in Cyber at Cannes Festival 2011

2 Silver Lions in Promo&Activations at Cannes Festival 2011

Bronze Lion in PR (best use of digital PR) at Cannes Festival 2011

FWA of the month ( 2011, March)

FWA of the day

FRENCH FEDERATION OF SOCCER / France vs Brazil

HONDA MOTOR FRANCE / Press campaign 2011

Objectives

Use communication to strenghen an emotional link between the brand and the riders

Create consistency and a differentiating graphic identity
Challenge

How to inject emotion into a brand that is lacking passion?

Strategy

Show that behind Honda Motorcycle there is a rider with a dream

Be rider focused in the headlines.
Be product focused in the visual.

* CBR600F / You can drag a knee at each turn, without finishing the day exhausted.

CBR125R/CBR250R/* Welcome in the closed circle of those who say thank you with the foot.

CBR600FvsHornett* Do what you won’t be able to do once on the road.

Open doors day Honda / * Tell your old bike you’re just taking it for a ride

VFR1200 / * If shifting becomes tiring, do as if you were at work.
Delegate.

VFR800X / * The first bike born from the crossing between a city street and a mountain road

PCX125 / * If earning more seems compromised,
then spend less.