Honda Motor Europe has announced the launch of Art of Adventure, a content initiative to promote the launch of the new X-ADV motorcycle. The work was developed as part of Honda’s ongoing partnership with global marketing and technology agency DigitasLBi.
Honda and DigitasLBi have partnered to create a series of six one-minute films, each featuring a different European artist. Honda’s engineers briefed the artists to create a film which would hero the X-ADV and bring to life its core proposition of being two motorcycles in one, combining the practicalities of a scooter with the thrill of off-road models.
The campaign aims to engage affluent, sophisticated, ‘classy urbanites’ who are either current or lapsed motorcyclists.
Each artist brought the Honda X-ADV’s dual proposition to life their own unique way. The featured artists include 3D artist Thomas Forsyth, who built an interactive sculpture; illustrator and designer Francesco Bongiorni, who captured the essence of the motorcycle in a helmet design; artist and painter Eduardo Bertone, who created a mural; designer and illustrator Tobias Wüstefeld, who developed a digital sculpture; and painter François Morel, who hand-crafted a special sign.
The final film features Honda designers Daniele Lucchesi and Maurizio Carbonara, who reveal the inspiration behind the new Honda X-ADV.
The film series will run on Honda’s digital platform as well as on Facebook and YouTube in the UK, Germany, France, Spain and Italy.
Pierre Duquesnoy, Group Creative Director, DigitasLBi said:
"Our audience is made of very curious and independent urban individuals who seek more excitement and inspiration in their lives, so we took a fresh approach by involving artists in the project. We gave them a lot of freedom to answer the brief and it was fascinating to film their creative process."
Claire Dunford, European Social Media Section Manager, Honda Motor Europe added:
“We’re delighted with all the artists’ highly creative and inventive responses to our brief. Each artwork demonstrates the two sides of the Honda X-ADV in an entirely unique way and we’re confident our films will resonate with our audience.”