The Beautiful Fail
Award: Graphite Pencil
Graphite Pencil / Art Direction / Outdoor / 2023
Award: Graphite Pencil
Graphite Pencil / Photography / Automotive
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Tactical Poster Adverts
24 Hours of Le Mans is the most prestigious endurance race. The stakes were high for Honda in the 2022 edition. If it won the race, it would become the most successful manufacturer in history. Unfortunately, Honda finished 3rd – and The Beautiful Fail is the story of that defeat. The project involved collecting engine oil from the bike that participated in the race and using it as ink to write the story. The campaign featured 24 screen-printed images capturing the joys, doubts, and disappointments of the team, which were accompanied by texts describing those pivotal moments. The screen-prints were given away as part of a 24-hour Instagram competition.
What did the judges have to say?
The idea of failing is more powerful than winning. And the beautiful craft.
Jean-François Sacco, co-founder and CCO, Rosa Paris
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