Suzuki launched a print advertising campaign focusing on bus stops adapted to seat rows of spectators. “You’re either a rider or a spectator.” The campaign requires a fair amount of lateral thinking to get a connection between the bus shelter and motorbike – ride the bike, ride the bus. Which would you rather be, someone who watches buses go past, or someone who gets on the bus and rides? Apply that to the Suzuki motorcycle? Each of the different posters, New Zealand, California and Mexico, features a different road bike.
The Suzuki bus stop campaign was developed at Leo Burnett Australia, Melbourne, by creative director Jason Williams, art director Richard Walker and copywriter Andrew Woodhead.