Heritage Road


BMW Motorrad USA

BMW cars is well known in America, but that is not the same for BMW Motorrad, which has only 15% share of the US motorcycle market. So it was big news when BMW announced they were going to extend their M series of cars to include the first ever M motorcycle. We were asked to come up with an idea that would introduce it in a compelling and cost-effective way, while demonstrating its capability.

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“Heritage Road” is a story of unity and connection during a cultural moment. Both Beemer and S.O.B. are passionate about the BMW brand, together they have owned 5 BMW cars and 7 BMW motorcycles. Their brand loyalty illustrates how Heritage Road reaches beyond storytelling, it’s a journey that documents the passion of American riders, and how the BMW Motorrad brand is a part of their lives.

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