The idea is to compare the time people spend in traffic with the time they spend in some pleasurable activities – which are somehow politically incorrect.

Two elements are essential for the campaign execution. The first one is the politically incorrect tone. This importance is highlighted by the attention given to the title of the ads and posters. The second element is the time. The passing of the days is emphasized by the precise use of signs that remind us of calendars.

Honda Biz is one of the most important motorcycles in Honda’s portfolio. Any advertising for this product has a broad reach. In this occasion, we worked with print ads on newspapers, billboards and indoor posters. In markets in which we invest in communication, sales growth was no less than 15%.