The brief
We were asked to create a high-impact campaign for National Road Safety Day that would engage audiences in a culturally relevant way. The goal was to leverage nostalgia and gaming culture, specifically the classic game Road Rash; to deliver a compelling message about responsible riding. The campaign needed to resonate with both motorcycle enthusiasts and a broader audience while reinforcing BMW Motorrad’s commitment to road safety.
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17 Mil
Reach
173K
Engagements
22K
New Instagram Followers
IDEA
Bringing back the nostalgia of Road Rash, but with a twist—replacing the game’s chaotic, aggressive riding with a powerful message on road safety. By reimagining the game’s visuals with BMW Motorrad’s premium motorcycles, the campaign transformed a childhood favorite into a meaningful reminder that true victory lies in responsible riding.
Insight
Road Rash is a beloved motorcycle racing game that many grew up playing, evoking nostalgia and excitement. However, unlike in the game, real-life riding isn’t about reckless racing or taking down opponents—it’s about skill, responsibility, and safety. By flipping the narrative of the game, we could drive home the message that in real life, "You Win When You Ride Safe."
Execution
To bring this idea to life, we designed a series of Road Rash-themed digital creatives, including statics and reels, showcasing BMW Motorrad’s bikes alongside the message of safe riding. The campaign extended beyond digital with high-impact billboards placed across prominent locations in Delhi, visually transporting audiences back to the iconic game while reinforcing the social cause. Through immersive and visually compelling storytelling, the campaign effectively blended nostalgia with a critical safety message, positioning BMW Motorrad as an advocate for responsible riding.