MAKING GREATNESS ACCESSIBLE

Client: Evans Cycles
Campaign: HOY Bikes Launch TV

Insight

Sir Chris Hoy – the Olympian – is a superhero who’s hard to empathise with. But inside is a boy who has always simply loved riding a bike. By connecting the boy with the champion we can make his achievements accessible and his products relevant to a mainstream audience.

Idea

This is my first bike.

Execution

Chris’s dad David furnished us with cycling stories and photo’s from Chris’s childhood. We turned these into a 35mm slideshow and simply recorded David Hoy’s narrative to give the viewer an authentic snapshot into Chris’s life.

Results

We’ve seen 100 bikes sold on day one of the campaign. Watch this space for further updates.