CHALLENGE: What’s the best way to convince skeptical riders that the first-ever Ninja 300, with its aggressive styling and performance, would deliver an authentic, adrenaline pumping, Ninja experience and all the respect riders crave?

SOLUTION: Finally – a starter bike with the performance and street cred riders demanded. We set out to warn riders of the Ninja 300’s potentially addictive qualities. And just like the bike, print and retail needed to go where no other spot had gone before. Communications seductively portrayed the bike’s pure beauty. TV, long-form video and digital extensions allowed riders to experience the rush of the Ninja against the backdrop of a rider’s confessional narrative of personal transformation. The global campaign was launched via live webcast from Times Square in NYC.