Campaign explores memories and a striking soundtrack for the launch of the Sahara 300 and NX 350 Sahara.
Developed by Publicis Brazil, the Minha poca campaign marks the official launch of one of the most anticipated models in Honda Motorcycles: the Sahara 300, which bears in its name the legacy of one of the most iconic motorcycles of the 90s, the NX 350 Sahara.
The main film addresses a contrast of generations, portraying a father and a son who, despite being born in different times, have something in common when it comes to fun: the Sahara. The whole story is also accompanied by an iconic soundtrack from the 90s that, like Sahara, is still successful today: Paradise City, by the band Guns n Roses.
Check out the video below:
The campaign brings back iconic aspects of the 90s, from the lifestyle, clothes, objects, to Sahara itself, which marked an era among motorcycle lovers and is now back, completely redesigned.
The new version of the motorcycle combines the versatility characteristics of the legendary model of the past with the most current technology, with a 300cc engine, new design, six-speed gearbox, genuine brand accessories, USB-C input and several other features.
The communication strategy began at the end of last year, with a teaser that was a huge success on social media, generating curiosity and good memories among motorcycle lovers. Now, with the launch of the campaign film, we follow the concept of nostalgia and bringing back good times to show that the new Sahara 300 lives up to the legacy of this motorcycle and brings the same values as the previous model, such as performance, versatility of use and resistance. , but with a lot of current technology, says Renato Carreira Cruz, Marketing Manager at Honda Motos.
Fabio Astolpho, executive director of Creation at Publicis, adds that the communication rescues elements, moments and languages that take the public back to the 90s, and contrasts with today’s experiences.
It is the Sahara who, literally, transports us and connects one generation to another, says Astolpho.
The campaign is one of Honda Motos’ major communication projects planned for this year and includes broadcasting on TV, Digital, Social, POS and other channels.
Technical Sheet
AGENCY: Publicis Brasil
TITLE: My time
CLIENT: Honda Motorcycles
PRODUCT: Sahara 300
CLIENT APPROVAL: Marcelo Langrafe, Marcos Paulo Monteiro, Renato Cruz, Odair Dedicao Jr., Livia Cunha, Ingryd Felix and Murilo de Oliveira
CCO: Mauro Ramalho
EXECUTIVE CREATIVE DIRECTOR: Fabio Astolpho
CREATIVE DIRECTORS: Cludia Ceclia and Lus Figueiredo
ASSOCIATED CREATIVE DIRECTORS: Carla Said, Ricardo Sarno and Rodolfo Monteiro
CREATION&CONTENT: Erich Moreira, Markito Mesquita, Gabriela Machado, Jessica Santana, Nathalia Vida, Julia Ferraz and Rodrigo Siqueira
HEAD OF PRODUCTION: Renata Sayo
RTV: Valria Andrighetti and Caio Lobo
BUSINESS VP: Gabriela Borges
NEGCIOS: Isabela Atra, Marcella Spada and Lucas Sabino
HEAD OF PLANNING: Juliana Elia
PLANNING: Fabiana Franco, Pedro Rangel and Soraya Franco
VP OF MEDIA: Maurcio Almeida
MEDIA: Aline Brazolotto, Priscila Rocha, Piero Rossi, Karine Cordeiro, Giorgio Morais and Arthur Ribeiro
PROJECT HEAD: Maria Fernanda Laudisio
PROJECTS: Renata Carvalho, Veronica Santos and Leywyson Ramon
PR:
FILM PRODUCTION
PRODUCER: Boiler Filmes
DIRECTOR: Dulcidio Caldeira E Plastico
PHOTOGRAPHY DIRECTOR: Pablo Lozango
ASSEMBLY: Ricardo Quintela
EXECUTIVE PRODUCTION: Juliana Martellotta
HEAD OF SERVICE: Larissa Perrotta
ATTENDANCE: Jonas Monte, Amanda Arcaro and Maria Clara Gonalves
PS PRODUCTION COORDINATION: Ricardo Quintela
PS-PRODUCTION/FINALIZATION: Hub Vfx
COLOR GRANDING: Acauan Pastore
AUDIO PRODUCT
PRODUTORA SOM: Quiet City Music + Sound
MUSIC PRODUCER: Chris Jordo
AUDIO FINALIZATION: André Melges and Pedro Moura
SERVICE: Xanna D’aguiar and Karina Vadasz
PR
Director: Leonardo Arajo
Coordination: Val Machado
*Cover photo: publicity/publicis
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