The brief:

Make the CBR650F stand out in the congested mid-range motorcycle market

The process:

Honda’s bikes are renowned for being reliable and practical, but that’s not sexy and it’s not why people choose two wheels. Research showed that the CBR650F was more fun than the competition, so I wanted to find a way to communicate that to first-timers.

Feel The Rush was the idea I came up with. Something that positions the CBR650F as a thrill ride you can enjoy as part of your everyday life.

Working with an art director, I created a launch film, print ad, website, brochure and digital ads for the campaign.