People that are into downhill biking are usually seriously into it, and therefore, they’re also seriously into the gear – shocks, grips and apparel. That’s the message conveyed in a new campaign by Toronto agency Flavour for the specialized bicycle shop, Martin’s, of Southampton, Ont. (about 230 kms north of Toronto).
Flavour CD Craig Cooper says people who are heavily into the sport – and there are about 10,000 of them on the race circuit in Ontario alone – could spend thousands of dollars on their equipment. ‘[Martin’s is] one-stop shopping for people that are into BMX and downhill biking,’ says Cooper.
Flavour art director Drew Pautler, a competitive downhill racer, met Martin’s owner Brett Martin through the racing community and was asked by Martin to create a logo, and ultimately, advertising for the one-location store. There are a handful of bike stores like Martin’s across Ontario, and Cooper says Martin’s wanted to stand out amongst the competition, since avid cyclists would be willing to travel distances to get to this type of store. Speaking on behalf of Martin, Cooper says, ‘He wants the brand to be famous.’
The campaign consists of posters that incorporate bike gear with unexpected household items – such as a toothbrush with a bike grip as its handle and the tagline, ‘We don’t know anything else.’ Cooper says this insight speaks to the obsession some serious cyclists feel towards the sport. ‘It permeates their life.’
The posters are being distributed at biking events across the province and the executions will also be used as cinema slides in Southampton-area movie theatres next spring.
Credits
Client: Martin’s Bicycle Shop
Agency: Flavour
Creative Directors: Craig Cooper/Briony Wilson
Art Director: Drew Pautler
Copywriter: Karin Djelaj
Planning: Aldo Braccio
