ABOUT

The Challenge
We were tasked with leveraging the ‘Explore New Grounds’ mantra to promote SHIMANO’s continuing foray into the e-bike market. We needed to establish a campaign identity that created a visual ecosystem that allowed SHIMANO to market new and updated products from within their EP series, both now, and long into the future.

In addition, we needed to define and create the following project pieces:
• Formalise the creative and supporting messaging surrounding the existing ‘Explore New Grounds’ tagline
• Develop supporting campaign guidelines to establish key visual and messaging principles
• Create an all-encompassing rollout plan for pre, during and post-launch
• Produce a bespoke launch package to allow SHIMANO to communicate their rollout consistently across all marketing touchpoints
• Storyboard and delivery of accompanying photo and video shoots
• Article copywriting
• Design of POS / exhibition and merchandise deliverables
• Create a competition mechanic for the ‘Explore New Grounds’ Winners Trip Activation

The Result
This campaign needed to establish the foundations to take SHIMANO’s EP Series to the next level. Building on the ‘Explore New Grounds’ statement, we created a striking visual language that had the flexibility to be applied across all assets. We then undertook our longest-ever shoot, which took in the sights of southwestern France, the Pyrenees and northern Spain. These locations were strategically chosen to provide the ultimate varied backdrop and terrain to visually enhance our creative and messaging. The shoot lasted nine days, capturing both still and video footage that allowed us to bring the concept to life.

Throughout the project we delivered the following:
• A new campaign lockup
• Supporting guidelines and messaging framework
• Multi-location photo and video shoot in collaboration with CreatUR
• Seven hero and product videos, including storyboarding, creative direction and post-production
• Written commercial copy and launch articles
• Competition marketing assets for the Winners Trip Activation
• Sales kit and retailer materials
• Extensive print ad templates
• Artwork for merchandise, exhibition graphics and social campaign