Highways England "BikerTek" by Adam & Eve/DDB

Highways England encourages road safety for motorcyclists with a bespoke "bike parts" shop.

The campaign follows a "BikerTek" shop which at first sight appears to be selling high-end bike parts. However, the staff soon reveal each part stocked in the shop is actually a prosthetic used to repair the body after a crash, with all employees having fitted similar medical implants as a result of bike accidents.

The film will be shared by influential English bikers and biking groups throughout September, with press ads appearing in a series of British biker mags.

The work was written by Ted Heath, art directed by Paul Angus and directed by Dan and Ben Tubby through Tubby Brother Films.

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