MAKE LIFE A RIDE
BMW Motorrad Days is an international motorbike festival. In 2015, BMW Motorrad Days came to South Africa for the first time to kick up the dirt in the small town of Clarens. We were tasked to create a teaser invitation for the event that would give influencers in the biking community a small taste of the ride ahead. Unmarked and slightly roughed up packages were sent to each of them from Clarens, immitating the route that they would soon take themselves.
The package contained an invitation to 'Make Life A Ride' as well as a vile of sand taken from Clarens. Recipients were instructed to pour the sand over the invitation in order to read hidden details.
Once poured, the sand stuck to a glue print, revealing the co-ordinates of Clarens and the name and hashtag for the event.
