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

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 then photographed the parts in various compositions, to resemble a cityscape, a road map, and a topographic map.

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.