The Hard Road is a campaign we developed to launch the Bell Gage road cycling helmet in the spring of 2012. We sought to develop a point-of-view for the category that set Bell apart from its competitors and to reflect the brand's gritty, blue collar, motorsports-inspired DNA. We also wanted to attach the product to marquee athletes and leverage them to tell our story. Though we hoped for some race wins in the spring Classics season to add an exclamation point to the campaign, they never materialized. Fortunately,we designed the concept to be agile and realized a successful launch regardless. The campaign included digital banner ads, social media, print ads, a video short, in-store materials and shop stoke swag.
This short video aligned product, sports marketing and Bell's brand POV. Its aesthetics were carried throughout digital, in-store and print communications.
