By Natalie Mortimer

German motorcycle manufacturer, BMW Motorrad, has created a campaign focussing on product communication as it looks to boost brand awareness.

The new brand attitude, ‘Make Life A Ride’, will form part of a variety of BMW Motorrad communications from print to digital, and includes a brand film, which shows people all over the world following their own hobbies, from surfing to boxing.

The campaign, created by VCCP Berlin, will target bike fans and non-riders and focusess not on the motorcycles themselves but the people who ride them.

The film, directed by Anders Jedenfors and produced with Acne Productions, will be aired in German Read full story ›

Source: The Drum