Think! Biker semiotics

20 September 2011 | By Joel
DfT Think! Biker

We’re thrilled to see that the Think! Biker campaign we worked on for the Department for Transport and AMV has been shortlisted for the 2011 APG Creative Strategy Awards.

It’s great to see that Russell Davies’s response to the paper that AMV submitted picked up on the importance of the cultural detail that we brought into our analysis:

“One of the great strengths of the paper is the way it encourages the reader to buy into the strategy by unpicking the semiotics of a motorcyclist’s visual identity. The fact they use Top Gun to do this only adds to the readability. Maverick and Goose have their names on their helmets and their faces are visible, in comparison to the MIG pilots who are faceless and therefore more disposable.”

Fingers crossed for the awards ceremony on the 6th October. In the meantime, see our case study of the project for more detail.

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