24 Hours of Le Mans, the most legendary endurance race. Honda, a 13-time champion, aimed for a new record in 2022… and competed for the title of the best manufacturer in Le Mans’ history… but they failed. So how do we turn this defeat into a brand statement that gets us noticed? 

Right after the race, the engine oil from the CBR N°5 was collected and repurposed as ink to create 24 unique screenprints, each chronicling the story of this failure. For 24 hours on Instagram, the prints were released in sync with the race timeline, awarded to the first commenter. This failure-turned-art was then exhibited at different shows like the Lyon Motorcycle Show, drawing over 110,000 visitors to the Honda stand.

The most efficient social campaign of Honda France

- 45,4% engagement record

- 537k views in 24h

- 144k interactions

- +17% followers