Start

Motul × 24 Hours of Le Mans: enamel pins

Client
Motul
What we made
enamel pins
Year
2019
Producer
Konstantin Zotov
Illustrator
Gleb Sinyutkin
Quantity
30 000
What we handled
Idea → Product choice → Design → Production → Packaging → Delivery

A Motul promotion around the 24 Hours of Le Mans and Rebellion Racing, Russia, June–September 2019. We made the gift that rode on every canister: 30 000 enamel pins on hang‑tag cards, from idea to delivery in 42 days.

The promotion

In summer 2019 Motul — premium partner of the 24 Hours of Le Mans and partner of the Rebellion Racing team — ran a promotion in Russia around the race. Buy a 4‑litre canister of Motul 8100 between June and September, find the code on the tag, enter the draw for Le Mans prizes.

Motul’s promotion poster, 2019: the canister, the tag with the code, the prizes
Motul’s promotion poster, 2019: the canister, the tag with the code, the prizes

The problem

Costs a lot, looks cheap.

Every promo canister needed a gift, and Motul was planning T-shirts again. The previous ones had looked cheap for what they cost: fabric, a print and an illustration that never added up to something people keep.

The solution

A hard-enamel pin with the Rebellion Racing car of Le Mans, set on a printed 70 × 100 mm card in a clear bag. A plastic strap tied the gift to the handle of every Motul 8100 canister.

Cheaper than the T-shirts — and an object people actually want to wear.

The card with the pin in place
The card with the pin in place

Idea to the client’s office in 42 days

  1. 19 MarThe idea: a pin instead of a T-shirt
  2. 22 MarPin design ready
  3. 24 MarCard design ready
  4. 26 MarApproved, paid, off to the factory
  5. 8 AprFirst sample
  6. 15 Apr30 000 pins done: 54 boxes, 130 kg
  7. 30 AprDelivered to the Motul office, all 54 boxes
  8. 1 JunPromotion starts, runs to 30 September
The card, front and back
The finished product
The finished product
The pin, 28.6 × 11 mm
The back
The back
With clutches, as it ships
With clutches, as it ships
The brand on the back, too
The brand on the back, too

The result

Buyers posted the pins on Instagram. After the Moscow office shared them, Motul in France asked for a hundred more for its own people. In the prize draw that ran alongside, the T-shirts ended up as prizes — the pin was the gift.

The gift as it shipped, 2019. Photo from a Motul distributor
The gift as it shipped, 2019. Photo from a Motul distributor

30 000pins, one on every promo canister

42 daysfrom the idea to 30 000 pins in the client’s office

54 boxes130 kg, delivered to the door

100pins requested by Motul HQ in France

Public record

Want something like this?

Based in the EU, working worldwide. We reply within 2 business days.

Start your project