Creating authentic branded content is hard at the best of times. Now imagine you have to speak to a bunch of motorcyclists who see government as “out of touch” and “the fun police”. So working with Transport for NSW and their agency, we used our own experiences as riders and creators to package motorcycling safety messages in video content that we knew other riders would appreciate.

The end result was nine episodes over three seasons that wowed both the clients and moto audiences, while also proving a success in reducing the amount of lives lost on NSW roads. Independant analysis conducted by Macquarie University also confirmed its effectiveness. The work was awarded Mumbrella Gold in 2019 for “Content Marketing Strategy of the Year.”