Motorcyclists are a notoriously tough audience to engage. So how do you get them to care about gear safety? That was our challenge for the Spokes (TAC) partnership with the Australian MotoGP.

Our idea sprang from an insight we discovered in the motorcycling community; most riders who’ve had a serious accident can’t bring themselves to part with the gear they were wearing. We then set out to find real stories from real riders to share. And so the Gear Box was born.

Stories of our five riding heroes evolved to become part content film series, part online community and part travelling exhibition with their actual gear on display. This integrated campaign culminated in an immersive exhibition at the MotoGP. What transpired was a wave of riders sharing their own experience and talking to each other about the importance of protective gear.

We’re pretty thrilled with the success of this one so we’d love you to check out the full breakdown of the campaign below.