MAKE LIFE A RIDE has become much more than a brand campaign. It's an attitude towards life. An attitude BMW Motorrad has lived up to ever since. Yet their marketing was all about technology and performance. Rational. Very German. MAKE LIFE A RIDE changed communication from facts to experiences, from product to lifestyle.

We were asked to create a brand guide that would accompany this shift. The guide was given to employees and dealers all over the world. And it encouraged them to get on board with the MAKE LIFE A RIDE campaign.

After all, it is not just a meaningless claim, but a reflection of the spirit that drives BMW Motorrad. Simple as that.‍