The challenge was to rely on the 170 wins of Honda to literally appropriate the Isle of Man Tourist Trophy, reminding people that Honda is the undisputed master of the most hazardous race of the world, that feeds the dreams, nightmares and fantasies of all bikers.

The objective was to represent the projections of bikers who compete, to show the image of the race just as they see and feel it.

In other words, demonstrate that Honda is the brand that truly understands bikers, by showing that it is not only the leader in this crazy race, but goes beyond, as a legendary brand.

Conceive a 100% handmade drawing was the most effective solution to describe and amplify the extreme danger of this race without offending people, and to keep the mythological universe that surrounds it.

It took more than 250 hours to develop completely by technical pen (Rotring) this illustration, which starts from this principle: draw every single difficult part of the race, in the style of engravings of ancient times.

Finally, to create a bridge between the world of bikers and this legendary race, we have added a touch of modernity, via a design that reminds biker tattoos, like snakes or dragons.

A press campaign orchestrated on April 26th and 27th, during the Bol d'Or, a mythical race followed by thousands of people.

The operation/campaign has been deployed in L'Équipe, the first sports newspaper in France, with more than 2 million readers per day.