Campaigns

MCN London Motorcycle Show

Campaign creative promoting the London Motorcycle Show

The brief

The London Motorcycle Show (LMS) is an annual event that brings together motorcycle enthusiasts, industry experts, and top brands for a dynamic showcase of the latest bikes, gear, and accessories. The new London Motorcycle Show campaign required a more light-hearted approach than previous years, something that would ‘speak’ to their typical reader and develop a ‘character’ used throughout the campaign.

The challenge

Our team was tasked with generating ticket sales in advance of the date, without access to actual event content.

The solution

We ran two creatives. The primary campaign featured 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 the event.

The second concept featured bikers queuing up to get on London Transport for the event, while still expressing their identity as a biker. We connected this to the primary campaign by putting a full wrap graphic of the Royal Guard ad across each of the featured vehicles. Both campaigns used similar branding and calls to action (CTA).

The design team project-managed the entire creative process from sourcing an authentic Royal Guard outfit to art directing the photoshoot.