Droga5 London, part of Accenture Song, has teamed up with Royal Enfield to launch its new scrambler, Bear 650. The work is Droga5’s second campaign for Royal Enfield and follows the … read morelaunch of the Himalayan 450 in 2023. Harking back to 1960’s California, the bike builds on Eddie Mulder’s iconic victory in the Big Bear Run: a wild point-to-point race across Big Bear Lake in Southern California where more than 500 racers competed for the top spot. A newcomer to the scene, and only 16 years old, Eddie Mulder won on a Royal Enfield, embedding the brand in the legend of Big Bear. The campaign, 'In Gut We Trust', comprises a 75” film and eight key visuals, alongside 33 editorial images consolidated into a launch brochure, and takes inspiration from Eddie’s gutsy performance.
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