MCN London Motorcycle Show

Campaign creative promoting the London Motorcycle Show

The brief

The new 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

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.

Del Cruft

Project management, campaign creative, art direction, design & artwork

Mark Manning