Moto Guzzi’s international campaign got us back into the Moto Guzzi saddle with Ewan McGregor. The campaign - under the umbrella concept of Rocks ‘n’ Roads - well conveys the perfect combination of two different souls in a winning mix where the tougher and exuberant personality of an off-road combines with the temperament of a great traveler to ride on any kind of track, whether in town or off road. The core of the campaign is the docufilm with Ewan and his solitary and intimate journey riding his V85TT bike. All touch-points, online and offline, were carefully planned so as to create expectation and curiosity around the film première, aired on the motoguzzi.com website.

The international campaign, designed around Ewan McGregor, is a movie in itself. From a movie trailer designed as an Insta story to the advertising campaign reinterpreting the look & feel of cinema posters. Combining digital slow motion and 16mm film footage, the campaign is a sort of intimate travel documentary, an authentic and engaging journey offering the audience a unique perspective on the bike, as if they were riding it themselves. Inspired by iconic Steve McQueen, the film has no script or poses: the only protagonists are Ewan McGregor interpreting himself and its passion.

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