Royal Enfield Hunter 350

Royal Enfield and NCA launch Hunter 350 motorcycle to a new generation of riders

The global ‘A Shot of Motorcycling’ campaign, created by New Commercial Arts, will run across all media, including TV in local markets, social, digital and OOH

By creative salon

The Hunter is a bold step for Royal Enfield, a brand that is making a big impression on the global motorcycle market. It’s a bike designed specifically to attract a younger generation, a group that have been increasingly turning their backs on the sector.

The campaign film tells the story of a group of young, fashionable Hunter riders who meet up and ride the streets of East London, photographing themselves every step of the way, accompanied by Richard Hawley’s iconic track, ‘Tonight the streets are ours’. Other assets in the campaign are made up of the photographs of the group that were captured on the day.

The campaign line ‘A shot of motorcycling’ captures the essence of the Hunter 350. It’s small, light and punchy - perfect for a short, sharp hit of two wheeled adrenaline. It’s also a nod to photography which plays such a key part in the lives of this generation. This is a bike designed to make you look great on your social posts.

For this audience, authenticity is key, so great lengths were taken to assemble a cast that felt like a real group of friends, with under-represented female riders playing a central part of the narrative, as well as a diverse cast in every sense.

Ian Heartfield, CCO, NCA said: "Forget about the old guys in their Belstaffs, this is about wearing what you like, standing out from the crowd, looking like you could be on the front cover of a fashion mag, while having the time of your life on two wheels, not four."

Credits

Brand: Royal Enfield

Campaign Name: A shot of motorcycling

Agency: New Commercial Arts

Chief Brand Officer: Mohit Dhar Jayal

Global Creative Strategy and Brand Communications Lead: Anoor Pandey

Global Brand Manager – Hunter 350: Rajat Gandhi

Agency: New Commercial Arts

Founder, Creative: Ian Heartfield

Founder, CEO: James Murphy

Founder, Strategy: David Golding

Founder, Artistic Director: Nici Hofer

Art Director: Kenny Meek

Copywriter: Mary Johansen

Business Director: James Derrick

Account Director: Kate Kenyon

Senior Planner: John Blight

Director of Production: Matt Craigie-Atherton

Film & Stills Producer: Zeynep Strange

Project Director: Sylvie Edwards

Design: King Henry Soho

Retouching: King Henry Soho

Production Company: FAMILIA

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