Cannes Lions
CRISPIN PORTER + BOGUSKY, Boulder / BUELL / 2010
Overview
Entries
Credits
Description
In recent years, Buell had strayed from its performance roots. Now, the company set out to re-launch itself in a market where it was already an outsider.
Execution
Buell wanted the book to be a tangible example of their ruthless approach to engineering sportbikes and their new stance on those who ride them.
Outcome
Whether they rode a Buell or not, sport bike enthusiasts couldn’t help but agree with Buell. In fact, many of the brand’s biggest detractors became fans overnight.
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