Create a campaign to honor one of the sports' legends at the moment of his retirement.
Don't try to make him into something he isn't. Lean into the person and racer he is. Leverage rather than ignore what truly made him one of the most decorated riders in history - his consistency. His consistency earned him 9 professional titles. While he wasn't the flashiest or most controversial rider; he more often than not got the job done. When you ask someone in the sport to summarize Ryan in a few words, they often times will start the sentance with, "Ryan is always ..." Taking a word that might have some negative context iand flipping it to highlight what made him great - ALWAYS.
Campaign caught on around the industry and the sport as #ALWAY5 grew to be bigger than just Fox. Brands and athletes around the sport paid tribute to Ryan organically using the word in the process.
WHO IS RYAN DUNGEY?
Ryan Dungey is one of the sport’s most succesful athletes of all time. His public perception has been one of someone who is extremely consistent but not a risk taker. Some fans appreciate it, some don’t. Regardless of your opinion, you cannot deny the fact that he is one of the most best and riders of all time. Ryan has won 9 professional motocross/supercross championships. Throughout his professional career, when he wasn't wearing the #1 plate from a previous championship, he was wearing his #5.
We wanted to leverage his most well known trait and spin it into a more positive light. Consistency is commonly summarized using the word "Always." It made sense to take the word and make it his. Using his #5 and incorporating it into the lockup
While he was consistent with everything he did, one word doesn't define a person. The secondary version of the lockup was developed to interchange another word to capture the moment and feeling of what was happening in the image or video being presented.
STILL IMAGE EXECUTION
Treating all of the imagery and video in black and white was the choice for the campaign. It was chosen to make the imagery feel much more consistent from decades of content captured in different photographers' lenses, as well as create a feeling of timelessness. The words to go on each image were chosen very carefully while maintaining a consistent feeling and emotional connection to the moment.
These print ads dropped the week that Ryan announced his retirement. The entire campaign went live the morning he had his press conference and said goodbye.
Video was an extremely critical component to the campaign. We developed a concept that quite literally put Ryan in the spotlight one last time.
At the very end of it all we wanted to give him something lasting that everyone could pass by every day and think of him. The Fox head and cross bones logo has been used for decades. Each time a rider scores a victory, they earn another sticker on the back of their helmet. Much like kill marks on old war planes. We decided to install and dedicate a specific flagpole as a monument to Ryan. We had a surprise unveiling and ceremony to kick off a new tradition. From now on, whenever a rider wins on the weekend, we raise the victory flag. The inscription on the plate reads:
Steadfast in the face of adversity,
Rising more than falling,
This flag pole is dedicated to
Your unwillingness to fail
Leaves a legacy far beyond
Your time on the track