The Honda Crossrunner is an exciting hybrid of a sporty adventure touring bike and a traffic beating urban commuter bike. But this also presented a real challenge for Honda in terms of how to position it to such a broard target audience. So, instead of trying to be all things to all men, we decided to be brave and get straight to the point - riding a bike is fun, and whether you’re old or young, male or female, the Crossrunner is the antidote to all things boring. Our campaign line FIND YOUR ESCAPE is designed to work as an emotive hook, as well as a strong call to action, to get the viewer to continually take the next step toward making a purchase. We also wanted to embellish the X emblem in the logo to create a distinct visual identity for the bike.