WELCOME to dirtvana

It started with a campaign strategy and tagline that pays homage to the brand’s roots – “Born In Dirt”. This phrase leans 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”.

The Born in Dirt campaign features pro riders -
Kevin Peraza, Mykel Larrin and Olympian racer Peyton Ridnour.

In collaboration with TOOL of NA, Director Brig White and the Mongoose Brand team.

  • Our campaign strategy?

  • Make it a (pr) story.

  • We needed to do more than just create compelling content–because we didn’t have any paid media.

  • Instead we relied on earned media, leveraging our athletes and a variety of creative PR worthy initiatives to build stoke around the campaign and product launch.

  • We made branded shovels signed by our athletes. We featured famous BMX athletes from Mongoose’s past. We shipped dirt from DIRTVANA to select media outlets, athletes and influencers. Made movie posters, movie trailers and designed all kinds of swag.

Poster for the documentary 'Dirtvana: The Dirt Path to Enlightenment' featuring a person meditating with arms outstretched, surrounded by images of skateboarders and bikers in action, with a background of warm, earthy tones.
Back of a person wearing a black t-shirt with the words "DIRTUVANA mongoose" printed on the back, standing outdoors with a dirt track and green trees in the background.
Open black box with gold lettering that says "Welcome to DIRTUVANA" and inside is a small vial labeled "DIRTUVANA" placed on a gray foam with icons and text, against an orange background.
A hand holding an orange shovel with signatures on the blade, against a dusty ground background.

teasers

Mongoose_CaseStudy-Web-01.jpg
Mongoose_CaseStudy-Web-25-1.jpg
Mongoose_CaseStudy-Web-26.jpg
Screen+Shot+2021-11-09+at+11.01.07+AM.png
Three devices displaying content related to dirt biking: two smartphones showing dirt biking social media posts, and a tablet displaying a dirt biking website with photos and videos.