The Brief
GM challenged us to create an e-bike brand from the ground up and launch it in three countries - a daunting task, to say the least. But here's the thing, how do you convince people to embrace a Net Zero future when they're surrounded by cars, congestion, and connections to the status quo. We had to think differently and craft a narrative that would resonate with people on a deeper level and inspire them to be a part of the electric future.
Client: GM Urban Mobility
Scope: Branding, naming, brand identity and voice, launch campaign, photography, website, social, packaging and XM events.
Scope: Branding, naming, brand identity and voice, launch campaign, photography, website, social, packaging and XM events.
• 10 million reached
• 5 million engagements
• 1.2 million website visits
• 5 million engagements
• 1.2 million website visits
Idea
Change Perspective
To shift perceptions of the the daily commute experience, we needed to shift perspectives. So, we turned to the people, crowdsourcing the name for our new e-bike brand. Ariv was born. With a bold brand ID and voice in place, we crafted a campaign that asked, what if your daily commute could be an adventure? Our videos, shot using innovative anamorphic camera techniques, capture the e-bike's sleek design snaking through pockets of the urban city, revealing how Ariv can transform the mundane into the extraordinary.
To shift perceptions of the the daily commute experience, we needed to shift perspectives. So, we turned to the people, crowdsourcing the name for our new e-bike brand. Ariv was born. With a bold brand ID and voice in place, we crafted a campaign that asked, what if your daily commute could be an adventure? Our videos, shot using innovative anamorphic camera techniques, capture the e-bike's sleek design snaking through pockets of the urban city, revealing how Ariv can transform the mundane into the extraordinary.
Change Perspective :60s
Change Perspective :15s
XM: Change Perspective Anamorphic Display
