DRUMMOND CENTRAL PLACEMENT BRIEF
Client: Triumph
Product: Bonneville Range (Modern Classics)
Media: Any
Audience: Current and future Triumph customers.
Brief: To seamlessly extend Triumph's already existing 'The One' campaign and encompass it around the holiday of Valentines Day.
Insight: Heads turn when a Triumph Modern Classic rides by; it is 'The One' that people talk about, 'The One' they can't get out of their mind. We often use terms of affection when describing someone or something, we love. This extends to the way Triumph riders talk about their bikes.
THE ONE ON MY MIND
30 sec film.
In this idea, Triumph can craft an amusing and captivating narrative by playing on the blurred lines between the love language used to describe a person or a bike.
The film uses interview-style shots of people talking ambiguously about 'The One'. The quotes are taken from real Triumph riders. As the viewer, you presume they're talking about a person.
Ultimately the end of the film reveals they were talking about a Triumph Modern Classic all along with beautiful shots showing the Bonneville in all its glory.
Scenarios
A man sits in his garage, wiping oil from his hands. He smiles, he's thinking about 'The One'
A woman looks lovingly out of her living room window. She's waiting for 'The One' to pass by.
The client preferred the bike to feature more heavily in their films. As an alternative execution, the motorcycle could be teased throughout the film. Close detail shots offer intrigue and excitement without revealing the full beauty of the bike until the end.
ACTIVATION
A PR activation stunt re-labelling Triumph Garage workers as 'Wingmen'
Extending the passion put into the creation of the bike to the workers in the dealerships.
The love they have for the bikes and the brand, they will be your 'Wingman' in your pursuit to find 'The One'.
