The premium bike brand Lapierre sought to get into the mind of cyclists through a European brand campaign celebrating its 75th anniversary called ‘Ride Your Next’.
The bike maker, part of Accell Group, teamed up with agency VIRTUE for a campaign which showcases a performance mindset and which positions the Lapierre brand as the protagonist.
Working with the VICE creative agency, the creative celebrates the brands 75th anniversary whilst simultaneously demonstrating their commitment to making every rider’s performance outstanding.
The campaign introduces the company’s new umbrella ‘Ride Your Next’ tagline and brand philosophy and is led by a hero spot.
Launched in the first week of May (coinciding with the bike brand pro team partner L’Équipe Cycliste Groupama-FDJ particpating in the Giro D’Italia), the spearhead film interweaves stories of well-known and upcoming riders via a circular narrative which makes the viewer wonder whether the rider just finished or just started?
Built around the journey of a single rider, the spot takes viewer from the physical world into the mindset of the riders and ultimately sees all riders ride together united in their perseverance and their search for improvement, for their next ride, the next turn and the next finish.
The campaign opened with a 15-second social teaser ahead of the 90-second main commercial.
The spots features elite rider ambassadors Julien Legendre, Evita Muzic, Yoann Offredo, Adrien Dailly, Nicolas Vouilloz and Isabeau Courdurier and are supported by social content carrying the #RideYourNext hashtag including rider-specific social videos amplified on the riders’ personal social channels.
Whether it’s about winning the Giro, or Tour De France, or the Enduro World Series, or beating your own personal bests, the creative is about personal conversations through which viewers can get to know each rider’s inner motivation and next big goal.
“At Lapierre we always strive to make our riders’ performance outstanding. In times of uncertainty where the world seems out of control, being on your bike allows people to unlock the power of the mind – and let the bike do the rest,” commented Lapierre Global Brand Director Dorian Tabeau. “Through our partnership with VIRTUE we are able to communicate that we are not just selling premium bikes but that we’re also highly committed to understand our audience and fulfil their needs to perform better.”
“What makes Lapierre unique in this space is their emphasis on the mental battle and the internal dialogue that is recognisable for every rider,” added Western Europe ECD at Virtue Pascal Rotteveel. “This human insight was the starting point for a creative concept that really aims to place Lapierre at the heart of culture. Rather than focusing on practical functionalities, the work is about demonstrating the importance of the mind as a gateway to outstanding performance.”
The campaign was created for Accell Group marketing boss Barry Schmits and Lapierre’s Global Brand Director Dorian Tabeau by a team at Virtue which included Executive Creative Director Rascal Rotteveel, Creative Director Will Lowe, Producer Annina Bottesh, Account Director Thamar Herbschleb, Project Manager Julie Cousty and Strategy Director Munise Can.
Production was handled by Hier Soir with Director Killian Lassablière, while campaign photography was by Manuel Obadia-Wills.
Comment:
As the pro cycling season kicks into top gear with the Giro D’Italia – first of the three Grand Tours – and cycling continues to grow during the pandemic, this campaign aims to differentiate Lapierre from its competitors in a category seemingly obsessed with tiny technical benefits through a more philosophical approach where the bikes are enablers for people to reach new unsuspected heights.
The new work follows on from previous Virtue campaigns for Accell Group such as One team, One spirit and the launch of their E-Zesty e-MTB.
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