The Problem 

Motorcycle advertising can very quickly become horsepower, torque, chrome and slow-motion cornering.

Triumph already had extraordinary machines.

The challenge was making people feel why they wanted one.

The Shift

Stop selling motorcycles as objects.

Sell the irrational thing that makes someone own one in the first place:

the ride.

The Idea

For the Ride.

A series of visceral, cinematic films where engineering, detail and performance become emotion rather than specification.

Still For The Ride

Work from the McCann/Triumph film programme, including the Speed Twin launch film, received a Best Creative Film nomination at the 2019 International Motor Film Awards. The For the Ride platform also remains embedded in Triumph's global brand ecosystem.

WITH: Chris Robertson, Triumph Motorcycles,  Danny Morris, Matt Wood, Steve Lay, George Aytoun. @McCANN Birmingham, UK.