| Title | BOB'S BIKE |
| Brand | POLISH ROAD SAFETY COUNCIL |
| Product/Service | RIDING A BICYCLE UNDER INFLUENCE |
|
Entrant
|
BBDO WARSZAWA, POLAND
|
|
Idea Creation
|
BBDO WARSZAWA, POLAND
|
Credits
| Kamil Redestowicz |
BBDO Warszawa |
Creative Director |
| Adam Kieres |
BBDO Warszawa |
Art Director |
| Mateusz Wójcik |
BBDO Warszawa |
Copywriter |
| Hubert Dłużniewski |
Televisor |
Director |
| Anna Pasternak |
BBDO Warszawa |
Account manager |
Why is this work relevant for Integrated?
The idea engaged target group in several tocuhpoints. First they saw a simple poster near the river banks. Than a bicycle identical to the one on poster appeared on OLX classifieds with a copypasta, than a film based on that copypasta appeared, and than the bicycle from the classified ad appeared as the monument to the hero of the film. The bicycle acted not only as the monument but also as a pedal operated projector.
Background
Situation:
In Poland, drinking alcohol in public is prohibited. Except for one place, due to some smart gap in the law - the Vistula river banks in Warsaw. Young adults zig-zag back on bicycles causing over 200 accidents last year.
Brief:
Make youngesters aware that riding bicycle under influence may cause serious accidents
Objectives:
Create a message that appears to target group.
Describe the creative idea
We’ve decided to reach the thirsty young audience by writing a copypasta and launched a film based on that story and than made a bicycle projector to show that film at the very point where the target group was.
Describe the strategy
Target Audience: 18-25 young adults living and partying in Warsaw
Approach: Although it may be legal, it may be also dangerous.
Describe the execution
The idea engaged target group in several tocuhpoints. First they saw a simple poster near the river banks. Than a bicycle identical to the one on poster appeared on OLX classifieds with a copypasta, than a film based on that copypasta appeared, and than the bicycle from the classified ad appeared as the monument to the hero of the film. The bicycle acted not only as the monument but also as a pedal operated projector.
List the results
Reach: 70000 youngsters mainly from Warsaw saw the film on Youtube