BMW Motorrad

The Challenge

The RI8 was the first BMW cruiser in 23 years. And the M 1000 RR was the first motorcycle to use the famous Motorsport name. BMW had two important entries in one small window of time.

The Insight

We needed to use BMW heritage as a way to shift perception and get other brand loyalists to reconsider their ride.

The Solution

We tapped into the legacy of The Buffalo Soldiers, the beauty of the bandana and the unbridled spirit of a sibling rivalry.

Bandana Manual

Riders could show their style while riding. We turned our deep legacy into a book with pages that were stylish — detachable bandanas designed to be worn.

BMW Motorrad knew no bounds and now, neither did the ways to love them. Through social channels, we offered maps to the best riding routes through multiple states and the best stops along the way.