One identity for many roads.
BYD Adventure brings together the Shark pickup, outdoor experiences and gatherings in different regions of Brazil. The communication challenge was to give this journey unity while preserving the personality of each destination.
The campaign had to be recognizable in the invitation, on the vehicle and in the activation space. A single identity should follow the audience from the first image to the in-person experience.
From visual language to preparing the experience.
The visual system combines the Adventure seal, the presence of the Shark and illustrations inspired by the landscapes of each stage. This foundation unfolds into campaign communication, vehicle wraps and activation structures.
The training footage adds a human dimension to the preparation: presenting the product and the experience also depends on the people who welcome the audience.
A campaign that follows the route.
The deliverables cover Dia de Campo, São João, Vaquejada, Dunas do Kite and Rota dos Faróis. The identity stays recognizable while scenery, message and applications change at every destination.
At the dunes stage, a teaser, vertical footage and a film extend the campaign's presentation with images of the Shark in action. The sequence below follows the stages from May to September, connecting the graphic pieces to the records of the experience.
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