With its new signature - 'Make Life A Ride' - BMW Motorrad changed its vision. Now, the brand stands for much more than simple biking. It's a true lifestyle, one to be embraced. Just like longboarding.
Keen to appeal to a younger and more urban target, BMW Motorrad launched in March 2016 the new BMW G 310 R, a bike tailored-made for all city dwellers.
We came up with a very simple story - a riding metaphor - not only to highlight the bike's agile and versatile features but also to invite all diehard riders to challenge the city.
The concept and script were created with Marc Garreta (AD) and Oliver Frank (ECD); and produced with Anne Mills Coté (AD) and Philip Bolland (CD).
Agency: VCCP Berlin
Production: Stink Berlin