CLIENT
Schwalbe Tyres
BRAND
Schwalbe Tyres
PRODUCT
Full Range
BACKGROUND
Schwalbe is a brand that focusses purely on bicycle tyres. They sit at the premium end of the bicycle tyre market. Their range covers every aspect of cycling, grass roots BMX to high end road bike tyres used on the Tour de France.Having looked through all the cycling press I noticed one thing, almost every brand was doing the same thing, applying the same formula, ads showing people on bikes. The magazines to me started to resemble wallpaper, the features and the ads blending into one.
IDEA
Create a campaign that is different to what everyone else was doing, don’t show bikes, let the magazines do that, while we talk about our tyres in a more visually engaging manner.
I created a new positioning “For every surface, there’s a Schwalbe” - a succinct line to communicate that Schwalbe have the tyre for you, whatever aspect of cycling you are in to. The life ring was a great analogy to say to people that these tyres could save your life. I placed the ring in hazardous terrain with a tyre on that ring suitable to that particular terrain.
MY ROLE Creative concept Copy
Art direction