Belstaff
unveils its new brand campaign called “Here Be Dragons”, which holds
Belstaff's spirit of adventure right at its core.
The spot
brings to life a phrase used when mankind first mapped the world. Unknown
places were marked with the statement ‘Here Be Dragons’ to put fear into any
would-be adventurers. But this threat only drove people to actively seek out
these places, to go beyond their confines and discover the unknown. It became a
challenge many were entreated to overcome.
This is the essence of the “Here Be Dragons” campaign, which aims
to inspire audiences to go beyond the limitations they may place around
themselves and see those boundaries as invitations to where to head to next.
The brand’s
return and re-embracement of its roots was celebrated by twelve-time Trial
World Champion Dougie Lampkin MBE performing his famous two-wheel routines
(bike stunts) in front of the Longton board.
Photographer; Christian Weber,
Iconic model
Mark Vanderloo was persuaded to come out of retirement, and alongside
breakthrough Serbian model Mijo Mihaljcic, the pair were photographed in rugged
landscapes that appear uncharted; the sorts of far-flung places that would be
hard to reach unless one’s instincts took them beyond their comfort zone.
The models
were on a journey themselves – both stating it was the toughest yet most
exciting modelling assignment they’d experienced - interacting with their
surroundings, as the clothes they were wearing were intended to protect against.
