CLIENT Schwalbe Tyres
BACKGROUND
Schwalbe have launched a new commuter tyre called ‘The Durano Double Defense’. The tyre had been designed to withstand the most ravaged of UK inner city roads and make the threat of a puncture a thing of the past.
Schwalbe wanted an ad campaign that could be adapted to run in cycling press, online, and on bus backs in three UK cities: London, Bristol and Cambridge. The ads needed to appeal to all types of cyclist, not just seasoned roadies.
IDEA
For the campaign I sought cracks, potholes and other abnormalities on roads that resembled sinister faces to provide
an engaging visual.
I commissioned the multi award winning photographer Martin Brent to shoot the collection of ‘nasties’ for the campaign.
MY ROLE Creative concept Copy
Art direction