ABOUT

Motorcycles and the culture surrounding them have arguably lost relevance. The market is stagnating and all brands face the same problem: They have lost their grip on mainstream culture, plus their current customer base is noticeably old. So who else could re-imagine the world of motorcycling better than BMW Motorrad? The brand has stood for an optimistic and creative approach to life for more than 90 years. “MAKE LIFE A RIDE” is our new expression of this attitude. A relentless and optimistic pursuit of personal fulfillment. The campaign features real stories of people following their own path to happiness. From a female rock band in Brooklyn to a landscape photographer in Iceland, all characters are authentic and true, but not trite. Set in scene, but not staged. At the heart of the campaign stands a brand film expressing the new attitude. Supported by press, print and catalogue advertising showcasing the feeling of riding a bike rather than simply the product itself. On the website users can find out more about the new attitude and dive deeper into the personal stories of the characters in the brand film.