Brand

ABUS

The ask

Launch ABUS’ redesigned MTB helmets.

Established brand credibility in a new market.

Strategy

Rather than buying relevance through expensive pro sponsorships, we helped ABUS earn riders’ respect legitimately and quickly with social content that introduced them to the freshest undiscovered influencer athletes.

  • Strategy
  • Brand Campaign
  • Advertising
  • Product Campaign

Solution

Every helmet promises to protect your brain, but if brains were all it took to mountain bike, people wouldn’t do the things they do, or care so much about how their helmet looks. Taking this insight back to a fundamental human motivator, we let riders know their egos would be fully protected wearing ABUS. Physically, and aesthetically.

  • Interactive
  • Experiential
  • Video
  • Meta Suite Social Media
  • Print

Hey newbie, get off my wave.

Mountain bikers can be pretty territorial when new brands enter the scene. To make the “right” first impression, we found undiscovered influencer athletes to earn cred with locals and packaged it up in a surf-inspired content series optimized for YouTube and Meta Suite.

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