The Honda Crossrunner is an exciting hybrid of a sporty adventure touring bike and a traffic beating urban commuter bike.
But this also presented a real challenge for Honda in terms of how to position it to such a broard target audience. So, instead of trying to be all things to all men, we decided to be brave and get straight to the point - riding a bike is fun, and whether you’re old or young, male or female, the Crossrunner is the antidote to all things boring. Our campaign line FIND YOUR ESCAPE is designed to work as an emotive hook, as well as a strong call to action, to get the viewer to continually take the next step toward making a purchase. We also wanted to embellish the X emblem in the logo to create a distinct visual identity for the bike.
The X emblem in the Crossrunner logo triggerd the idea of breaking the film’s story into four seperate sections, featuring four riders from different backgrounds. Each rider dreams of getting away from the mundane and hitting the open road. Not only is there a twist in the tale, but we also managed to bend the rules further by featuring a female rider - a brave step for Honda and a positive step forward for the sector!
We designed a bespoke web page for the pre-launch, introducing the bike and directing traffic to a YouTube page where they could see more.
We created a print template to be used across all European markets, using the X emblem to create a strong and distinct visual language that connected the campaign together.
We created display ads to be served across Europe, each one cleverly working as a small scale version of the product engagement film.
We designed and created all content for the Crossrunner product brochure, including all photography assets and copy.
To accompany the brochure, we created a high-end product film showing off every feature in its best possible light.
"This was a tricky brief, Find your Escape was a hard concept to visualise. The Southpaw guys just nailed it though."
European Marketing Manager