SHIFT Revealed As Agency That Brought YT’s Young Talent To Life

1st February, 2018 – Bath, UK: After one month, eight videos, two world champions, one triathlete nun and one puppy-saving gangster, SHIFT Active Media reveal themselves as the agency that brought to life mountain bike (MTB) brand YT’s global ‘Young Talent’ rebrand campaign. SHIFT, the award-winning Bath-based, cycling focused, marketing communications agency were engaged by […]

Young Talent

1st February, 2018 – Bath, UK: After one month, eight videos, two world champions, one triathlete nun and one puppy-saving gangster, SHIFT Active Media reveal themselves as the agency that brought to life mountain bike (MTB) brand YT’s global ‘Young Talent’ rebrand campaign.

SHIFT, the award-winning Bath-based, cycling focused, marketing communications agency were engaged by the direct-selling German MTB company last summer to relaunch the brand, in a way that was true to YT’s disruptive spirit, building on its heritage of defying traditional marketing convention.

The campaign concept was created by YT’s marketing team, with SHIFT briefed to bring it to life across every channel by uniting the old and the new: YT’s youthful energy with the ageless ‘young at heart’ mindset of its widening consumer base; to do so in a way that reflected the raw essence of the brand, by celebrating ‘Young Talent’ in all its forms, in a series of inspiring short documentaries that encapsulated their ‘go-do’ mentality.

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