Herc's Work: Some Afrikaans Print ads for BMW Motorrad (BMW Motorbikes)

As Creative Director at FCB, I had the opportunity to work on great brands, also in Afrikaans (the second most widely spoken of South Africa's 11 national languages) These online banners and magazine ads are pretty old-school and I don't regard them as conceptually groundbreaking, but they work beautifully in Afrikaans. It's a compelling business argument as well, because Afrikaans speakers account for the largest portion of BMW Motorrad sales in South Africa, especially the GS dual-purpose bike. (GS stands for the German "Gelande Strasse", basically meaning country and town). We took road signs in the South African landscape and married them with well-known Afrikaans songs to push the fact that you can listen to your favorite songs via the blue-tooth kit in your BMW helmet, which speaks to the communication system of the bike. The pay-off line encourages you to "make the road your playlist".