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Ride More, Do More

Ride More, Do More

Michael Carnevale

Michael Carnevale

April 17, 2018

Fusing cool and functionality, all in one bike

"We really wanted to stay true to the tagline 'Ride More, Do More'."

When the dynamic of the motorcycle industry is similar to that of the release of an iPhone, you have to act fast and catch people’s attention—especially when it’s the debut of a campaign. Roy Sagala, Executive Creative Director of Havas Jakarta, highlights the challenge of selling people a sports bike and tells how the Indonesian President wanted to jog (with his entourage) through the location shoot.

 

So, tell us the storyline of this spot.

The overwhelming majority of motorcycles in Indonesia are in the underbone scooter category. On the other hand, CB150 Verza is an affordable sports bike. In this spot, we really wanted to stay true to the tagline “Ride More, Do More” by portraying a small business entrepreneur who is able to tackle his busy schedule using this bike.

So, in a suburb of Jakarta, our protagonist wakes up in the morning and makes it clear that he’s a busy man. He walks to his garage and opens the door to reveal that he’s driving a CB150 Verza. He drives to his already bustling coffee shop in the city to check on his business. Shortly after, his girlfriend arrives on her own CB150 Verza, and they both drive out of the city into the country to go to a food truck hub where they meet his friends. The four models of the bike are lined up, and the spot-on film ends with the tagline as the protagonist drives toward a newly built overpass.

How much of a challenge was it for the creative team to produce a campaign that stood out?

Our number one challenge was to answer the client’s question, which was, “How can we convince people to convert from regular underbone scooter to sports bike?” We were glad to work with a talented director like Roberto Serrini, who gave us a fresh angle in executing this idea.

"We see small businesses thriving because of the younger generations’ desire to achieve success."

What was the insight that drove this story?

Observing the energy of the younger generations of this country. I’d say the Indonesian millennials are more entrepreneurial than before. We see small businesses thriving because of the younger generations’ desire to achieve success, without sacrificing their precious youth.

The tagline is “Ride More, Do More.” Tell us the meaning and motivation behind the catchphrase.

We want to convey that sports bikes are cool—and highly functional for daily use.

How does this film appeal to Honda’s target audience?

We are seeing an incredible middle-class growth in Indonesia, and we find that entrepreneurship is a common aspiration among that demographic.

Any funny, fun, or unexpected moments while filming this spot?

It was rainy season during the filming, and we had three days to shoot. It didn’t rain a single day. Well, it did the second day, but we ended up getting a beautiful sunset that complemented our lighting setup. We also closed down a major street on Sunday from 7 a.m. to noon during the car-free day, but had to pack up our equipment early because the President [of Indonesia] wanted to jog with his entourage at the exact same spot where we were shooting.

Any nerves around releasing this first film as the brand’s new creative AOR?

The dynamic of the motorcycle industry has been likened to the release of the iPhone. Confidentiality is of the utmost priority. Everybody is highly anticipating its launch, and some media would pay for leaks. I remember when we saw a drone hovering over us when we were shooting. We rushed to the motorcycle to cover it before realizing that the drone was one of our crew’s backup.

"We really wanted to stay true to the tagline 'Ride More, Do More'."

When the dynamic of the motorcycle industry is similar to that of the release of an iPhone, you have to act fast and catch people’s attention—especially when it’s the debut of a campaign. Roy Sagala, Executive Creative Director of Havas Jakarta, highlights the challenge of selling people a sports bike and tells how the Indonesian President wanted to jog (with his entourage) through the location shoot.

 

So, tell us the storyline of this spot.

The overwhelming majority of motorcycles in Indonesia are in the underbone scooter category. On the other hand, CB150 Verza is an affordable sports bike. In this spot, we really wanted to stay true to the tagline “Ride More, Do More” by portraying a small business entrepreneur who is able to tackle his busy schedule using this bike.

So, in a suburb of Jakarta, our protagonist wakes up in the morning and makes it clear that he’s a busy man. He walks to his garage and opens the door to reveal that he’s driving a CB150 Verza. He drives to his already bustling coffee shop in the city to check on his business. Shortly after, his girlfriend arrives on her own CB150 Verza, and they both drive out of the city into the country to go to a food truck hub where they meet his friends. The four models of the bike are lined up, and the spot-on film ends with the tagline as the protagonist drives toward a newly built overpass.

How much of a challenge was it for the creative team to produce a campaign that stood out?

Our number one challenge was to answer the client’s question, which was, “How can we convince people to convert from regular underbone scooter to sports bike?” We were glad to work with a talented director like Roberto Serrini, who gave us a fresh angle in executing this idea.

"We see small businesses thriving because of the younger generations’ desire to achieve success."

What was the insight that drove this story?

Observing the energy of the younger generations of this country. I’d say the Indonesian millennials are more entrepreneurial than before. We see small businesses thriving because of the younger generations’ desire to achieve success, without sacrificing their precious youth.

The tagline is “Ride More, Do More.” Tell us the meaning and motivation behind the catchphrase.

We want to convey that sports bikes are cool—and highly functional for daily use.

How does this film appeal to Honda’s target audience?

We are seeing an incredible middle-class growth in Indonesia, and we find that entrepreneurship is a common aspiration among that demographic.

Any funny, fun, or unexpected moments while filming this spot?

It was rainy season during the filming, and we had three days to shoot. It didn’t rain a single day. Well, it did the second day, but we ended up getting a beautiful sunset that complemented our lighting setup. We also closed down a major street on Sunday from 7 a.m. to noon during the car-free day, but had to pack up our equipment early because the President [of Indonesia] wanted to jog with his entourage at the exact same spot where we were shooting.

Any nerves around releasing this first film as the brand’s new creative AOR?

The dynamic of the motorcycle industry has been likened to the release of the iPhone. Confidentiality is of the utmost priority. Everybody is highly anticipating its launch, and some media would pay for leaks. I remember when we saw a drone hovering over us when we were shooting. We rushed to the motorcycle to cover it before realizing that the drone was one of our crew’s backup.

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