The Travel. Explore. Discover Campaign by Probyk was designed to highlight the need of bicycling in today's automated world, a world where fast cars and bikes grab the individuals eye. We sought, through this campaign, to change the attention to a more laidback and genuine experience: Bicycling. By connecting bicycling to each element in the headlining campaign, we wanted people realise that nothing compares to the joy of riding a bicycle, the delight of exploring a new location and the absolute euphoria of discovering something new.
The brand highlighted here is Focus Bikes, a bicycle manufacturer from Germany. As is quite well known, the German's are known for precision and being goal-oriented. Hence, the the tagline: Stay Focused.
The second brand to be highlighted is Lapierre, a French bicycle manufacturer well known for its bicycles which are ridden by French UCI ProTeam FDJ. The tagline: "An opportunity like this seldom appears in front of you," playfully incorporates 'Lapierre' instead of 'Appear'..
The third brand to be highlighted is Merida, a Taiwan- based bicyle design, manufacturing and sales company. The tagline: "I'm Eradicacting Fear!" is a play on the brand name, wherein the 'M' is seperated from the 'Erida' to create the catch phrase.
The final brand highlighted is Giant, the worlds biggest commercial bicycling manufacturer. Hence the tagline: "Take a Giant leap of faith!"
The campaign was meant to make people get on the saddle and enjoy the ride, a means to get adults to reminisce their childhood and kids to cherish it while it lasts. It begged them to muster up the courage to do all those things they had kept aside for another day and finally, it asked everyone to do what they love: Bicycle :)
