Mongoose: BMX Brand Campaign. Broadcast. Social. In-store. Promo. Asset Creation. Direct to Consumer
“Welcome to Dirtvana”
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 the1980’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 felt fresh for the brand; a weird, made up fantasyland that is also a state of mind. Welcome to “Dirtvana.”
