How could we transform opinions around the opioid epidemic and legitimize the need for treatment programs?


Digital, OOH, Social, Video, Website


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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Through broadcast, digital, radio, and OOH, the campaign drove traffic to a microsite that delivered raw, emotional stories to help humanize — as well as destigmatize — Boston’s homeless population by providing insight into the struggles and successes these people have experienced as a result of their participation in SPOT. The Underdogs campaign helped to transform people’s opinions around the principles of harm reduction and help to legitimize the need for this type of treatment program in our communities.

Underdogs Responsive
Underdogs 2
  • 8,000 website visits
  • 1 in 5 patients moved onto treatment
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