We started to enhance the connection between BMW Motorrad and adventure with the “Make Life a Ride” campaign. In order to enforce this brand positioning and inspire a sense of belonging to this values, we created a format that revolves around iconic personalities (actors, singers, etc.) that are also known for their true passion for riding. Through this series of contents, each one with a different testimonial, we built a soul fueled storytelling for riders that will result in an integrated campaign.