Evans Cycles Summer Campaign
Telling the story of summer
We want to tell engaging stories that remind people of the fun of cycling in the summertime so we identified things that each story must include in order to connect in the right way.
How: warmth, nostalgia and light
How: bright colour and quirky
How: Intrinsic to story and enabling
We identified some topics that people universally identify with summer:
The beach / pool
So we identified 4 stories that associate cycling with those topics:
Riding to the beach
Earning the treat
Adventures near and far
Learning to connect
The images we created really give that feeling of summer nostalgia and capture the fun of cycling. We added in a commuter to the mix and ended up with a really powerful, flexible brand campaign that delivers in store and online.