This Motorcycle Parts Shop Stocks Products Bikers Will Hopefully Never Need

A potent safety reminder from Highways England

When motorcyclists drop into a bike-parts shop, they're usually looking for items like spark plugs, headlamps, turn-signal lights and batteries.

This new bike-parts shop in England supplies none of that. In fact, the place doesn't stock a single gadget or accessory for motorcycles. 

It does, however, carry state-of-the-art devices bikers might urgently need one day—though they should pray that day never arrives, as you'll see in the clip below:

That's right, BikerTek stocks medical prosthetics, such as titanium spinal plates, used to repair human bodies. It's staffed by bikers who survived accidents and were fitted with such parts as a result. In the shop, they encourage visitors to take courses and learn tactics and skills to avoid crashes.

Adam&eveDDB and Haygarth devised the initiative for Highways England, the government-owned company that maintains that nation's major roads. 

Motorbikes account for 20 percent of serious and fatal crash casualties in the U.K., even though they make up less than 1 percent of traffic. In an effort to stem the tide, BikerTek has toured a dozen events and festivals so far, supported by magazine ads and PR outreach yielding coverage on the BBC and ITV.

"Bike safety campaigns tend to use shock tactics, but that approach can often miss the mark," says adam&eveDDB managing partner Mike Stern. "We wanted bikers to be as passionate about their safety as they are about their bikes. With BikerTek, we were able to engage bikers in new way and talk to them directly about an issue they can't afford to ignore."

CREDITS

Client: Highways England
Head of marketing and events: Annemarie Hennessy
Campaign manager: Mik Barton
Project/Campaign name: BikerTek
Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Executive Creative Directors: Ant Nelson and Mike Sutherland
Creative Director: Simon Lloyd
Copywriter: Ted Heath
Art director: Paul Angus
Managing Partner: Mike Stern
Account Director: Max Sullivan
Account Manager: Kathryn Armstrong
Agency producers: Daniel Moorey
Agency Assistant Producer: Adaeze Ndakoji
Designer/Typographer: Scott Silvey

Film
Production company: Tubby Brother Films
Producer: Mark Gibbons
Director: Dan & Ben Tubby
Casting: Tracie @ Hunter's Agency

D.O.P: Chris Clarke
Cinematographers: Pete Bateson, Jason Ellis

Editing Company: Big Chop
Edit Producer: Nick Foote
Editor: Matthew Felstead

Post Production: Hijack Post
Post Producer: Rich Simpson
Colourist: Alex Seery
Audio Post Production: Hijack Post
Dubbing Mixer - Rich Simpson
Composer: Sniffy Dog

Event
Production company: Haygarth
Producer: Kieran Cook/Brook Harrison
Event Staffing: Bradley Harvey @ POD
Event Production Build: Keyboard
Photographer: Giles Revell @ Supervision
Post Production: Dan Jackson @ King Henry
Design: Scott Silvey @ King Henry
Illustrator: Jon Rogers @ Phosphor Art
Casting: Tracie @ Hunter's Agency

Stills
Production company: Supervision
Producer: Gosia Chalas
Photographer: Giles Revell
Post Production: Dan Jackson @ King Henry
Design: Scott Silvey @ King Henry
Illustrator: Jon Rogers @ Phosphor Art

David Gianatasio
David Gianatasio is senior editor at Clio Awards.

Museletter

Get Inspired

Sign up for the daily Museletter for the latest ad campaigns and the stories behind them.

ADVERTISING