THERE IS A PLACE FOR THOSE WHO LIVE
WITH FINGERS ON THE THROTTLE.
IT’S A PLACE WITH NO REVERSE GEAR.
IT’S LOUDER THAN THE ROAR OF 5000 ENGINES.
AND IT’S AS WILD AS THOSE WHO GO THERE.
YOU GET A TASTE OF IT WHEN YOU RIDE INTO THE WIND.
YOU GET A TASTE OF IT WHEN YOU LEAN INTO THE CURVE.
AND YOU GET A TASTE OF IT IN THIS PACKAGE.
KICK UP THE DIRT.
POUR IT OVER THE SPACE BELOW TO
FIND THE PLACE WHERE IT’S FROM.
THEN FOLLOW YOUR OWN ROAD TO GET THERE.
28.5167° S, 28.4167° E
BMW MOTORRAD DAYS.
MAKE LIFE A RIDE.
BMW MOTORRAD DAYS:
INTERACTIVE DIRECT MAIL
BMW Motorrad Days is an world-renowned motorbike festival from Germany. In 2015, BMW Motorrad Days came to South Africa for the first time where it kicked up the dirt in the small town of Clarens. We were tasked to create a teaser invitation for the event that would give influencers in the biking community a small taste of the ride ahead. Unmarked and slightly roughed up packages were sent to each of them from Clarens, imitating the route that they would soon take themselves.
The package contained an invitation to 'Make Life A Ride', as well as a vile of sand taken from Clarens. Recipients were instructed to pour the sand over the invitation in order to read hidden details. Once poured, the sand stuck to a glue print, revealing the co-ordinates of Clarens and the name and hashtag for the event.
Copywriter: Candice Botha
Art Director: Ilse Steenkamp
Creative Directors: Aaron Harris & Mike Barnwell
Agency: FCB Cape Town