Bikertek Parts Shop
Highways England
Motorcyclists are a tough audience. Stereotypically, and sometimes fairly, portrayed as rebellious and hard to reach. Knowing this community would reject and screen out any overt safety message, we instead created an experience they would find irresistible: a pop-up parts shop, or so it seemed.
Brand experience
This experience was named 'Bravest Campaign' at the Campaign Experience Awards 2022, and was also recognised as best in class in the 'Experiences for Good' and 'Outstanding Creative Idea' categories.
Every part of the experience was created to misdirect the audience, creating a fake brand, fake ads and fake packaging for the ‘biker parts’ throughout our pop up store
