Honda turns turm-oil to triumph

We all know the saying: "If at first you don’t succeed, drain the oil from the Honda motorbikes that raced at Le Mans, turn it into ink, and use it for printing 24 photographic silkscreen artworks to create an innovative social media initiative..."

Okay, that might not be how it goes, but it’s certainly the approach that creative agency DDB Paris took when coming up with this campaign that turned vehicle manufacturer Honda Moto France’s Beautiful Fail at Le Mans into a success. 

The initiative called for the creation of twenty-four prints of emotionally charged photographs, capturing every stage of the event, from the short naps of the technicians to the misty eyes of the riders. The artworks were then shared on the brand’s social media networks, recreating the excitement of the day by publishing each photograph at the exact same time it was taken.