National Highways - "BikerTek"

FCB London

FCB London London, United Kingdom

This ad is part of the ACT Responsible Collection

Brand: National Highways
Country: United Kingdom

Advertiser: National Highways

Title	BikerTek
Agency	FCB London
Campaign	BikerTek
Advertiser	National Highways
Brand	National Highways
Date of First Broadcast/Publication	2024 / 4
Business Sector	Government & Other Authorities
Story	FCB London builds bespoke motorbike from titanium body parts in new safety message for National Highways’ BikerTek campaign. To capture the imagination of bikers, and side-step riders’ cynicism, FCB London developed the idea of a bespoke and fully functional motorcycle, incorporating medical grade titanium body parts that are normally used to piece together riders after an accident. Manufactured by Old Empire, the bike appeals to bikers’ love of beautiful, unique motorbike design and triggers a live conversation about the chromium-plated parts that headline the bike. This bespoke bike will tour multiple large-scale events such as the London Motorcycle Show and Bristol Classic Motorcycle Show, where more than 100,000 people gather to share their love of bikes. It will be accompanied by a team of experienced and respected bikers who all have the very same components in their own bodies, after dangerous collisions. Alongside the unique bike, the bikers manning the display stand will give the audience the opportunity to hear their stories, allowing National Highways to open important conversations about road safety with a niche audience group within their own cultural behaviour. FCB London has also made a compelling film that highlights the beauty as well as the unsettling underlying truth of the bike and its components. It will feature on National Highways’ own channels as well as being shown on the websites and at event spaces. This is the next chapter in the BikerTek brand campaign originally created by Adam and Eve.
Problem	Experienced bikers often feel they’ve seen it all and know the risks of motorcycling, so to reduce the number of fatalities and serious injuries on England’s roads, National Highways had to become a part of their world. Making them care about safety is a challenge, especially coming from a government organisation. But with collisions involving motorcycles averaging one per day in 2022, it was an issue that needed to be addressed.
Media Type	Web Film
Length	38 seconds
Art Director	Greg Harvey
Copywriter	Mike MacKenzie
Chief Creative Officer	Owen Lee
Business Director	Emily Whiteaway
Account Director	Michael Freeman
Account Manager	Charles Pendry
Producer	Livvy Tidd
Strategist	Anna Green
Production Company	456 Studios
Bike Producer	Old Empire
Director	Richard Oliver
Director of Photography (DOP)	Shaun Atherton
Editor	Rob Featherstone
Post Production	Creative Outpost
Colorist	Mark Horrobin
Sound Engineer	Dave Robinson