Deals On Wheels
Fahrrad.de · BBDO Germany · 2020 · Role: Executive Creative Director
Turned Germany’s bike paths into a storefront for a bike shop that doesn’t have one.
How do you window-shop at a store with no windows?
Fahrrad.de is an online-only bike shop. No store, and no shop window for commuters to ride past on their way to work.
The idea
So we made the bike paths the shop window. We stenciled scannable bike icons onto the pavement along popular routes across Germany, each one linking to a weekly deal.
The icons were geotagged, so the deal matched the ride. City commuters got offers on city bikes. Riders out on forest trails got discounts on gravel bikes and trail gear.
What I did
Led the creative team from approved concept to a live national activation, and set the creative direction.
Kept the idea sharp and on-brand from pitch to pavement, working hand in hand with the client and our production partners.
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