product
brand positioning print single

art director
bernie asis

writer
jojo soria de veyra

client
mitsukoshi (lifan)

 

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note: the marketing brief said positioning for the product must emphasize the "Japanese-ness" of this made-in-China motorcycle brand. The ultimate positioning was to state that "though most people prefer Japanese motorcycle brands and will likely buy them, this less expensive made-in-China alternative is actually about as good (just as 'Japanese') and should be the smart choice." By the way, the Lifan did not bring in the first water-cooled motorcycle in the country.

 

 

 

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