Kawasaki Motors Europe Z900RS
‘TRUE SPIRIT’
ROLE
Strategic direction
Creative direction
Campaign production
Design
Art direction
CHAMPION
Kawasaki Motors Europe
COLLATERAL
Creative concept
Action photography
Action video
Brochure and print
Advertising campaign
POS
Digital banners
Launch event material
CHALLENGE:
The retro look of the Z900RS is more than a style choice. It’s a reminder that the bike is a descendant of Kawasaki’s iconic Z1. It was our job to cement the Z900RS’s place in history as a neo-classic – a modern icon.
Kawasaki’s Z900RS features all the modern features that riders expect. But – inspired by the historic Z1, a Kawasaki icon that originally launched in 1972 – these features are wrapped up in irresistible retro styling. To launch the Z900RS around the world, we wanted to draw on the bike’s extraordinary heritage, to say: this bike encapsulates not just the look but also the spirit of classic biking.
Taking our cue from the 1970s, we created a beautiful cinematic film, telling the story of characters who all live and breathe classic motorcycling. The epic landscapes and locations gave the movie – and the bike itself – a classic, timeless feel. Meanwhile, the corresponding print ads were inspired by classic 70s movie posters, styled in a way that stood way apart from other motorcycle campaigns.
Ultimately, our evocative campaign showed that the Z900RS could more than live up to its iconic predecessor.
