Cool Marketing Thoughts

Again lovely artistic artwork, this time for Honda’s helmets. The style refers to ancient Japanese drawings from the age of Samurai, and the ads seem to be drawn on parchment sheets. The mixture of technology, old martial art techniques versus modern defence items, has been carefully chosen to illustrate the copy that has been written vertically (top-down) in the upper-right corners.

Copy:
“There is no guardian angel in Japanese culture. There’s no need.”
“Helmet Ken, Japanese for Sword”
“Centuries-old technology”

Copy:
“The best defence is a good defence.”
“Helmet Kiba, Japanese for feline tooth”
“Centuries-old technology”

Copy:
“It’s harder to save your honour than your life.”
“Helmet Kame, Japanese for Tortoise”
“Centuries-old technology”

Agency: JWT, Barcelona, Spain
Art director: Michele Salati
Copywriter: Javier Valero
Illustrator: Pedro Espinosa