THE BRIEF
GM asked us to create an ebike brand from scratch and launch it in 3 countries -- no biggy right :) In a world filled with cars, congestion and deep emotion, how do you launch an e-bike brand for a 100 year old car company and convince people to align with a Net Zero brand future?
THE IDEA
“CHANGE PERSPECTIVE”
We had to change how people think about their daily commute into the city. So firstly, we ran a contest to crowdsource the name, making it by the people for the people. The Ariv brand was born. Then we designed the brand ID and voice. The campaign videos followed based on the premise of what if every time you got on this bike, it shifted your perspective by turning your mundane commute into a fun, explorative adventure?
“CHANGE PERSPECTIVE”
We had to change how people think about their daily commute into the city. So firstly, we ran a contest to crowdsource the name, making it by the people for the people. The Ariv brand was born. Then we designed the brand ID and voice. The campaign videos followed based on the premise of what if every time you got on this bike, it shifted your perspective by turning your mundane commute into a fun, explorative adventure?
We shot the video that used anamorphic camera shifts to demonstrate how the city can literally change perspective in weird and wonderful ways, while showing off the e-bike’s unique design, meticulously crafted by a team GM engineers.
Execution: brand ID, brand voice, iconography, video, website, social, packaging and XM events.
The Case Video
"Change Perspective" :60s
"Change Perspective" :15s
Anamorphic Shift Your Perspective XM sculpture
