IPONE
The Beast is Out
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IPONE
The Beast is Out
IPONE is a French oil brand. Technical, owned by riders - invisible to everyone else. Their most extreme product yet.
A Yamaha MT-07 modified to 120 hp, launched for a new brand position called THE OUTLAW.
We wanted to make an oil lubricant company feel dangerous. Most motorcycle advertising sells the freedom of riding. This one sells the risk.
The concept was built around three worlds that collide. A piece of evidence in an empty room, lit like a crime scene. A backroom workshop where ghost-faced mechanics build the bike in flashback. A night ride through a deserted city, headlights chasing a rider who is never caught.
Released July 2023 under the line The Beast Is Out. The bike carried the campaign forward through earned reach: Vladimir Cauchemar's Extendo music video and YouTube tests by Bader Benlekehal and Highside.
The 700 Turbo became the visual anchor of the THE OUTLAW positioning IPONE has built on since.
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Monde
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Monde
Riders knew IPONE. Nobody else did. We launched their most extreme product yet by trading product advertising for outlaw cinema, and freedom for danger.
