Meet the New Original

We helped Triumph Motorcycles launch the new Speed Twin 900 by creating a global campaign to position the bike as the most aspirational and authentic choice in the middleweight Modern Classic category.

Speed Twin 900 riders represent a new age of Modern Classic enthusiasts; they still appreciate and admire the authentic retro style, but have their own take on the lifestyle. This attitude is reflected in the Speed Twin 900 itself – a motorcycle that takes its name and shape from the original 1937 model, but with elevated styling and performance for the modern day. It was this juxtaposition that inspired our campaign line “Meet the New Original”.

Our hero film follows three individual riders, each with their own sense of character and originality. Incorporating dramatic coloured lighting, we shone a light on these new originals and their Speed Twin 900 – ushering in a new wave of Triumph riders.

The campaign formed the foundation for Triumph’s global communications for the Speed Twin 900, executed across organic and paid social, web, YouTube and print.