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The Challenge

Get motorcyclists who hate being told how to ride to watch safety messages.

The Bold Idea

Make safety exciting to watch by incorporating tips into epic tours of some of Scotland’s most breathtaking roads.

The Results

Embraced by the cycling community. Loved by biking magazines. Articles written. Links to film shared. A full throttle win. 


Slap-bang in the middle of our name is the letter ‘i’. It stands for ideas: big, bold, beautiful ideas that grow arms and legs and want to take over the world. Bold ideas are at the centre of everything we do. They capture hearts, save lives and build brands. Most important of all, they work. And we can prove it.