Honda France Turns Travel Boredom into Opportunity

With this all-too-often forgotten truth, Honda France and DDB Paris are making its voices heard this summer. As the world waited for hours in boarding lines and airport halls, it was time to remind everyone that traveling is not about going from point A to point B.

With 'The Bored Cam', the new experiential campaign, they once again break the codes of traditional communication - capturing the boredom of travellers only to magnify the freedom of two wheels. Shot inside Paris Roissy-Charles de Gaulle Airport, the campaign stages moments every traveller knows too well: the waiting, the blank stares, the restless impatience.

Through the lens of photographer Ale Burset, these stolen instants were transformed into striking portraits, broadcast live on DOOH screens across the airport, alongside the bold message:

'Traveling isn’t about waiting to arrive.'

A powerful yet simple reminder that with a Honda touring bike, the journey begins the moment you swing your leg over the saddle. Whether it’s the Africa Twin, the Gold Wing, or the NT1100, each model remains a true synonym of freedom and escape - speaking to everyone, regardless of age, gender, or travel style.

Rolled out across digital, film, case study, and the trade press, this daring motorcycle campaign shines a spotlight on the mindset that has always driven the brand. More than ever, Honda France reaffirms its leadership in the world of two wheels - and its ability to make us experience travel differently.