WELCOME TO DIRTVANA

BORN IN DIRT: A BMX BRAND CAMPAIGN

A complex challenge that needed a simple answer.
It started with a campaign strategy and tagline that pays homage to the brand’s roots – “Born In Dirt”. This phrase leans into the nostalgia of dirt track racing in the 1980’s, while embracing the freestyle athletes and discipline the modern day Mongoose is best known for, a purposeful collision of old and new, dirt racing and freestyle culture.It was this intersection of BMX cultures that feels so fresh, so own-able for the brand; a weird, made up fantasyland that is also a state of mind. Welcome to “Dirtvana”.

The Born in Dirt campaign features pro riders - Kevin Peraza, Mykel Larrin and Olympian racer Peyton Ridnour.

In collaboration with TOOL of NA, Director Brig White and the Mongoose Brand team.

A PR STORY:

We needed to do more than just create compelling content.
Our media strategy was…Well, we didn’t have any paid media.

Instead we relied on earned media, leveraging our athletes and a variety of creative PR worthy initiatives to build stoke around the campaign and product launch.
We made branded shovels signed by our athletes. We featured famous BMX athletes from Mongoose’s past. We shipped dirt from DIRTVANA to select media outlets, athletes and influencers.
Made movie posters, movie trailers and designed all kinds of swag. Finally, we made content that felt completely different from the usual (and tired) zero story, highlight reel flavored content usually found in BMX.