MCN London Motorcycle Show

Creative advertising leads the way with a campaign promoting the London Motorcycle Show.

Known for our expertise in creative advertising and design within the motorcycle industry, we were invited by Motorcycle News (MCN) to create an alternative approach to their advertising for the London Motorcycle Show (LMS). The marketing team for MCN were looking for a more light-hearted approach than previous years, something that would ‘speek’ to their typical reader.

We chose to develop two of the concepts presented. The primary campaign was to feature a Royal Guard riding a bike across a London map. It allowed us to play with different poses and expressions and develop a ‘character’ that could become synonymous with LMS. The guard character when then be used throughout their marketing pieces, websites, social media, etc. in the lead up to the event.

The second concept featured the idea of bikers queuing up to get on London Transport for the event. Of course, even when taking a cab, tube or bus, they still wanted to express their identity and sense of belonging by continuing to wear their leathers and helmets! We connected this to the primary campaign by putting a full wrap graphic of the original Royal Guard ad across each of the featured vehicles. Both campaigns also used similar branding and call to actions (CTA).

Why Design project managed the entire creative process from sourcing an authentic Royal Guard outfit to art directing the photoshoot.

Campaign Creative for MCN
MCN London Motorcycle Show Creative Campaign Press Ad
MCN London Motorcycle Show Creative Campaign Press Ads
Creative Campaign Photography
MaterialsLogo design, ad creative and artwork
ServicesCampaign creative, photographic art direction, project management

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