MUSE Gold

2023

Welcome to Dirtvana

Entrant Company

KSV & We Ride at Dawn

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

Mongoose

Country / Region

United States

“Born In Dirt”

This phrase leaned into the nostalgia of dirt track racing in the 1980’s, while embracing the freestyle athletes and discipline the modern day Mongoose is best known for, a purposeful collision of old and new, dirt racing and freestyle culture. It was this intersection of BMX cultures that feels so fresh, so own-able for the brand; a weird, made up fantasyland that is also a state of mind. Welcome to “Dirtvana”.

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