THE BICYCLE CAP by Leo Burnett Iberia Madrid for Peseta

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THE BICYCLE CAP

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Industry Bicycles
Media Promo & PR, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Director Zipi Aguilar
Executive Creative Director Chacho Puebla
Creative Director Laura Martinez Del Pozo
Art Director Dani Sáenz Y Beto Nahmad, Paco Lopez
Copywriter Juan Pablo Christmann
Designer Juan Sevilla, Ricardo Mico Toledo, Angel Morales
Photographer Raquel Bañón, Miguel Angel Dúo
Released September 2012

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: PESETA
Product/Service: BICYCLE ACCESSORIES
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Art Director: Dani Saenz (Leo Burnett Iberia)
Art Director: Paco Lopez (Leo Burnett Iberia)
Designer: Mico Toledo (Leo Burnett Iberia)
Director: Zipi Aguilar (Zipi)
Bike Designer: Andres Arregui (Ciclos Noviciado)
Designer: Juan Sevilla (Leo Burnett Iberia)
Photographer: Raquel Bañón (Raquel Bañon Studio)
Photographer: Miguel Angel Duo
Communications Director: Jaime Sevilla (peSeta)
Creative Director: Laura Martinez del Pozo (peSeta)
PR Coordinator: Sarah Okrent (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Ambient - In Store Ambient - 15/04/2011
Media placement: Product - The bicycle CAP / New Museum NY - 15/04/2011
Media placement: Documentary video - internet - 15/04/2011
Media placement: Posters - In Store / New Museum NY - 15/04/2011

Summary of the Campaign
peSeta is a small textile company in Madrid who got a call from a big museum in New York City.

But instead of just thinking of a product, we created a work of art as well.

The Bicycle Cap:

-15 special edition classic bicycle caps.

-Made with love by an old sewing machine and a bicycle.

-An exclusive product, a window display and a documentary film... that brought art and advertising together.

The Situation
peSeta is a small textile company in Madrid who got a call from a big museum in New York City.

The museum wanted peSeta to design something within the world of bicycles to sell in their gift shop.

The Goal
The challenge was to create a new and exclusive product. Something that mixes the Spanish style and the modernity of the New Museum of New York.

Instead of a campaign, we were asked to make a piece of art.

The Strategy
To make a PR campaign for Peseta we decided to take the most out of the collaboration between Peseta & New Museum.

The New Museum ordered a special item to sell in their gift shop - something that was to do with bicycles.

We decided to create a love story. Something that will go beyond a product.
So we started by chugging the product itself. Instead of a regular bicycle cap, we decided to create a mechanism: a bicycle chained to an old sewing machine, to create a love story between the bicycle and the old sewing machine.

The 15 caps limited edition was sewed between the bicycle and the old sewing machine.

We also filmed a short documentary including the process. Hope you can see it.

A DVD with the documentary was part of the limited edition's packaging.

The Caps sold out.

The Documentary was a success online and was even selected for the Bicycle Film Festival.
So it means that it will be protected in cinemas in: Amsterdam, Austin, Chicago, Lisbon, Liverpool, London, LA, Miami, Milano, Minneapolis, Montreal, NY, Paris, Portland, Sacramento, San Francisco, Santa Barbara, Sao Paulo, Sydney, Tai Wan, Tokio, Toronto, Viena, Washington.

What started as a simple collaboration, ended up with people from all over the world talking about PESETA.

Execution
Peseta received the brief from the New Museum to design a product to be sold in their gift shop with the only stipulation being that it had to have something to do with the world of cycling. Peseta immediately came to us to create a concept and campaign. We developed the idea of having the old sewing machine and bicycle fall in love, to be joined and to subsequently create this very special bicycle cap. We started word of mouth buzz about a love affair going on at the Peseta shop for a week on blogs, social networks and emailing friends and contacts already associated with the Peseta brand, we then invited the general press, art press, fashion and design press to the event that took place in the window display of the shop: The caps being sewn by the bicycle-sewing machine mechanism we built. As the press covered the story it became a must see along the busy streets of the neighbourhood and people came from all over the city to see what was going on for the 5 days the action took place.

Documented Results
The Bycicle CAP is more than a campaign, it is a new and exclusive product by peSeta. Hope you are among the 15 lucky ones to get one.

The PR for peSeta was awesome.
The Bicycle Cap created news content, not advertising.
Aperaring in all major fashion Spanish magazines and newspapers.

The documentary became famous on the web, with more than 15,000 views.

The New Museum is happy with the project too. And already have asked peSeta for more colaborations.