Thrills, wild jumps and millions of YouTube fans around the world – the life of bike pro Danny MacAskill is one of extremes. His stunts and films are both cult and high art and take him to the most picturesque and exposed places in the world including the rooftops of Gran Canaria, Scotland’s dramatic mountain peaks, and a larger-than-life children’s room. Danny MacAskill shows what it means to repeatedly go beyond your personal limits – not only physically, but also mentally.
And that’s the idea behind the cooperation. Danny MacAskill and Eberspächer stand for the same principles and values: innovation, performance, loyalty, a down-to-earth attitude and an affinity with nature.
We were commissioned to take this context and turn it into a cross-platform communications concept. Our challenge was to reconcile the Eberspächer brand, extreme athlete Danny, and the theme of winter/ice-scraping.