Can-Am Off-Road’s Riding The Red Centre
Owlpine Group and Can-Am brought together an all-star outback crew, made up of Toby Price, Shaun Whale, Courtney Atkinson and Todd Waters, to embark on an unforgettable adventure in the middle of Australia.
RIDING THE RED CENTRE
Introduction.
Before there was the Dakar Rally, there was the Finke Desert Race. It’s this terrain that created the legend that is Toby Price.
Opting to hang around and spend some time in the Northern Territory after taking out his first four-wheel win at the Finke Desert Race, adding to his tally of six wins on two wheels, Toby invited along his three mates for a two-day trip.
Can-Am Off-Road wanted to bring together a group of boys all from the top of their fields, so we recruited Shaun Whale from 4WD24/7, Australian Motocross Champion Todd Waters and Adventure Athlete Courtney Atkinson to join Toby in the Northern Territory.
THE BOYS
Thank you for taking the time to hang with us, legends.
THE PLAN OF ATTACK
Have as much fun as we possibly can.
Standing around the fire and sleeping in swags under the stars by night, exploring the bush in Maverick X3s by day. Does it get any better?
This trip was a chance for Toby to slow down after two full-on weeks at Finke and take in the overwhelming beauty of the Red Centre and also give us the chance to show the boys what a Maverick X3 can really do.
THE OUTCOME
Content that would explore the mind of every off-road enthusiast.
The campaign feature was released across Toby Price Racing and Can-Am Off-Road’s Facebook page and global YouTube channel.
All the boys from the trip stepped up to encourage their fans to check out just how much fun you can have on four wheels.
THAT'S A WRAP
Thank you, BRP, for trusting us to bring this campaign to life.
Owlpine Group created the concept and branding, and shot and edited the full campaign.
We took care of all the acquisition and onboarding of talent, all logistics, behind-the-scenes content and release. The only thing we couldn’t do ourselves was fix a flat. Owlpine Group also manages BRP Australia’s social media channels, and we utilised all of the social assets, imagery and videography to make sure we engaged and reached the masses.
AN APPRECIATED VALUE ADD
Thank you for joining us, Shaun and the team at 4WD24/7.
As part of the Riding The Red Centre campaign, Shaun brought along his own 4WD24/7 camera crew to create their own episode for their YouTube channel and strong subscriber base of over 730,000 people.
