Honda desired to reach a young, male audience and align their brand with entertainment that reflected the interests and tastes of their target demographic.
BEN collaborated between Dentsu Japan, Honda, and the Ghost in the Shell production to develop Major’s (Scarlett Johansson’s) motorcycle that she rides to the climatic final duel. Honda’s concept art was transformed into 5 prototype, futuristic bikes for the film’s world-wide release.
The film grossed over $170 million globally. Honda received prominent branding and an illuminated logo on the prop bike. The motorcycle generated considerable press picked-up in multiple auto publications and debuted at the international motor show.