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”.