Levi`s Outdoor WE RIDE 'SPOKE CARD' by Wunderman London

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Industry Jeans
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Creative Director Mike Watson
Copywriter Laura Rohde
Account Supervisor Roy Capon
Typographer Kristina Matovic, David Jorre De Saint Jorre
Released April 2013

Credits & Description

Advertiser: LEVI STRAUSS & CO
Category: Small Scale Special Solutions
Advertising campaign: WE RIDE 'SPOKE CARD'
Executive Creative Director: David Harris
Typographer: David Jorre De Saint Jorre
Other Credits: Ian Gough
Account Manager: Jared Howe
Typographer: Kristina Matovic
Copywriter: Laura Rohde
Other Credits: Matt Redman
Account Supervisor: Roy Capon
Creative Director: Mike Watson

Ambient Execution Description
Bearded messengers. Hipsters. Laid-back contraption kings. The world of ‘fixies’ (fixed wheel bikes) is a hotchpotch of two-wheeled clans. We had to introduce Levi’s Commuter, a relatively unknown range of bike wear designed specifically for cyclists, to this influential two-wheeled subculture and encourage them to respond to Levi's – a brand they don't normally associate with. We discovered that fixie riders compete in Alleycat races, and the contestants identify themselves with ‘spoke cards’ – designer postcards lodged in the spokes of their wheels – which they retain as status symbols. So we turned this into a unique media placement to get our cyclists’ attention. We fashioned 6,000 of our own spoke cards, and placed them in the spokes of fixies across three European cities notorious for their cycling culture: Amsterdam, Paris and London. By speaking their language through the cultural device of spoke cards we stepped directly into their world. Each of the 6,000 outdoor placements introduced the Commuter range to cyclists, directed them to the Levi’s® site, and incentivised them to tweet a picture that expressed their passion for cycling with #weride.