Grafa: Lessons In Riding - Crotch by McCann Erickson Kuala Lumpur for Grafa Sdn Bhd

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Grafa: Lessons In Riding - Crotch

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Industry Culture, Leisure & Sport
Media Print, Magazine & Newspaper
Market Malaysia
Agency McCann Erickson Kuala Lumpur
Executive Creative Director Ean-Hwa Huang, Szu-Hung Lee
Designer Chang Chun Boon
Released March 2013

Credits & Description

Category: Entertainment & leisure
Brand: Grafa Sdn Bhd
Agency: McCann Erickson Malaysia
Country: Malaysia
Grafa, a cycling lifestyle retail outlet and cafe based in Kuala Lumpur, is the place to be for fixed gear enthusiasts and the cycling community. But what about the eager first-timers and those curious to know more? To welcome these visitors and the regulars, McCann Kuala Lumpur produced 'Lessons In Riding' a series of posters that educated even the most seasoned of cyclists, through 3 distinct topics:

1) An introduction to the fixed gear bicycle

2) Cycling safety tips

3) Health benefits of cycling

While the words aimed to educate and entertain, the design approach and printing technique paid tribute to everything that represented a fixed gear bicycle; a minimalist design made up of all the right parts and assembled (or in our case, printed) by hand.The posters were placed all around Grafa, at sections relevant to the topics and nature of their respective design.

Category: Entertainment & leisure
Client: Grafa Sdn Bhd
Agency: McCann Erickson Malaysia
Country: Malaysia
Executive Creative Director: Szu-Hung Lee
Executive Creative Director: Ean-Hwa Huang
Creative Group Head/ Art Director: Jerome Ooi
Senior Copywriter: John HD
Designer: Chang Chun Boon
Production Manager: Jimmy Ong