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 emotional connections to the status quo? Especially when you're working with a 100-year-old car company? We knew we had to think differently, to craft a narrative that would resonate with people on a deeper level and inspire them to join the electric revolution. The result? A bold new brand that's not just about e-bikes, but about a sustainable tomorrow.
THE IDEA
CHANGE PERSPECTIVE
To revolutionize the daily commute, we needed to shift perspectives. So, we turned to the people; crowdsourcing the name for our new e-bike brand - and 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 and the city's hidden wonders, revealing how Ariv can transform the mundane into the extraordinary. The result? A game-changing commute experience, engineered to perfection by a dedicated team of GM innovators.
CHANGE PERSPECTIVE
To revolutionize the daily commute, we needed to shift perspectives. So, we turned to the people; crowdsourcing the name for our new e-bike brand - and 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 and the city's hidden wonders, revealing how Ariv can transform the mundane into the extraordinary. The result? A game-changing commute experience, engineered to perfection by a dedicated team of GM innovators.
Execution: launch campaign, brand identity and voice, website, social, packaging and XM events.
The Case Video
"Change Perspective" :60s
"Change Perspective" :15s
Anamorphic Type Sculpture
