You meet the nicest people on a Honda

When a small-but-busy digital production agency had an opportunity to pitch Honda’s motorcycle division for the launch of a new touring bike, I was brought in to lead the strategy.

They had to demonstrate a unique understanding of Honda's motorcycle market in Canada.

The company had a preexisting relationship with Honda, and they knew they could knock a microsite for the new VFR1200 out of the park, but they had to demonstrate a unique understanding of Honda's motorcycle market in Canada.

Delving into enthusiast forums and community resources I went and met Honda motorcycle riders of all ages, genders, and ability levels, producing a series of video profiles that combined personal interviews with dynamic on-bike footage, in which the company’s own customers described what they loved about the hobby: the experiences you have and the people you meet.

Troy, the amateur racer, lives for the thrill of the corner. Renee, a suburban mom, loves the social aspect of riding. Stuart, a retired lawyer, has always dreamed of owning a motorcycle.

We wrapped each video up with the tagline from one of the Japanese manufacturer's classic mid-century campaigns: "You meet the nicest people on a Honda".