LIFE CYCLE Design & Branding LIFE CYCLE by DDB Singapore

LIFE CYCLE

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Industry Bicycles
Media Design & Branding
Market Singapore
Agency DDB Singapore
Creative Director Andrew Van Hook
Art Director Thomas Yang, Chris Soh
Photographer Allan Ng
Typographer Celeste Anning
Released February 2012

Credits & Description

Category: Posters
Advertiser: LIFE CYCLE
Product/Service: BICYCLE
Agency: DDB GROUP SINGAPORE
Chief Creative Officer: Neil Johnson (DDB Group Singapore)
Group Executive Creative Director: Joji Jacob (DDB Group Singapore)
Creative Director: Thomas Yang (DDB Group Singapore)
Creative Director: Andrew Hook (DDB Group Singapore)
Art Director: Thomas Yang (DDB Group Singapore)
Art Director: Chris Soh (DDB Group Singapore)
Writer: Andrew Hook (DDB Group Singapore)
Photographer: Allan Ng (The Republic)
Retoucher: Digitalis (Digitalis)
Typographer: Celeste Anning
Account Service: Sandy Lee (DDB Group Singapore)
Media placement: Poster - In-Store Point Of Sale, Outdoor 12 Sheet - 9/04/2012

Describe the brief from the client
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.

Describe the challenges and key objectives
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. However, on an urban bike, transport becomes an opportunity. A city looks and feels completely different on a bike. Cycling offers a unique perspective, and a chance to look at your surroundings in a completely different light. Our task was to open people’s eyes to this new way of thinking.

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

Give some 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.