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Festival of Creativity
26 - 28 September 2018




Gold Spike

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CategoryA02. Posters
Product/ServiceBICYCLE SHOP
Name Company Position
Neil Johnson DDB Group Singapore Chief Creative Officer
Joji Jacob DDB Group Singapore Group Executive Creative Director
Thomas Yang/Andrew Hook DDB Group Singapore Creative Director(S)
Andrew Hook DDB Group Singapore Writer
Thomas Yang/Chris Soh DDB Group Singapore Art Director(S)
Allan Ng The Republic Studios Photographer
Celeste Anning Typographer
Sandy Lee DDB Group Singapore Account Service
Digitalis Digitalis Retoucher

Brief Explanation

City dwellers often share the same mindset: transport is a problem. It's an obstacle to grapple with each day, whether you're crammed into a bus, fighting for a cab, or stuck in gridlock traffic. But on an urban bike, transport becomes an opportunity. A city looks and feels completely different on a bike. Cyclingoffers a unique perspective, and a chance to look at your surroundings in acompletely different light. Our task was to open people's eyes to this new way of thinking.

Describe the brief from the client:

Our client Life Cycle wanted to build brand awareness, and to broaden their appeal to a wider audience, including those who might never have considered urban cycling before.

Description of how you arrived at the final design:

To express this idea in a fresh way, we decided to work from the ground up, using the product itself – the bicycle. We disassembled several bikes, and thenphotographed the parts in various compositions, to resemble a cityscape, a road map, and a topographic map.

Indication of how successful the outcome was in the market:

Client reports show that the response to the campaign has been very positive, building strong awareness for the brand and its unique product offering. After the campaign broke, the Life Cycle website saw an immediate 20% increase in visitors. In-store traffic also increased, with new customer inquiries rising by 15% since the launch.