EUROPEAN BIKE STEALING CHAMPIONSHIP 2015
| Title | EUROPEAN BIKE STEALING CHAMPIONSHIP 2015 |
| Brand | ŠKODA AUTO |
| Product/Service | WE LOVE CYCLING |
| Category |
C02. Branded Content & Entertainment Film |
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Entrant
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MUSTARD Prague, CZECH REPUBLIC
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Idea Creation
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MUSTARD Prague, CZECH REPUBLIC
|
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Media Placement
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MUSTARD Prague, CZECH REPUBLIC
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Production
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MUSTARD Prague, CZECH REPUBLIC
|
Credits
| Jan Houdek |
Mustard |
Creative director |
| Giulio De Blasio |
Mustard |
Director |
| Vratislav Šlapák |
Mustard |
Creative director |
| Jan J.Filip |
Mustard |
Director of photography |
| Ondřej Votoček |
Mustard |
Producer |
| Adam Ulrich |
Mustard |
Line producer |
| Karel Havlíček |
Soundsquare |
Sound design |
| Lenka Palová |
Mustard |
Project manager |
| Rory Wilmer |
Mustard |
Social Media Director |
| Jan Kořán |
Mustard |
Editor in Cheif We Love Cycling |
| Aleš Fiala |
Mustard |
Creative strategy & concept |
Brief Explanation
We decided to create an entertaining video with viral possibilities to deliver the standard message more effectively.
We places bait bikes in 3 european capitals and filmed attempts to steal them with hidden camera.
To make it more relevant and engaging we edited the videos to the format of live sports, including effective elements of a reality show.
Placing capitals in the competition against each other amplified the organic and earned media reach by exploiting national identities and cultural pride of target group.
For the locations of the stunt we chose cities with active cycling communities and significant problems with bicycle theft.