Gear It or Shear It
Here’s the thing about motorcycles: if you’re riding one without the proper gear, you’re not safe. Doesn’t matter if you’re going for a weekend cruise or just a short ride around the block—if you’re not wearing a proper helmet, riding gloves, boots, and other protective clothing, you’re taking a big risk.
That was the simple idea behind ICBC’s “Gear It or Shear It” series of videos. Our target was an older demographic: riders who are either just getting back into the sport or taking it up for the first time later in life. So we utilized a more relaxed, “tell-it-like-it-is” tone, coupled with simple (and shocking) visual demonstrations that helped us tell our story without overtly selling it. Taken together, the library of videos function as a persuasive argument for why riders need to wear all the gear, all the time.