Making a promotion feel special

Client: Evans Cycles
Campaign: New bikes at old fashioned prices

Context:

Dramatise the fantastic deals offered by Evans Cycles through the summer, using a simple but compelling mechanic, which can also strengthen the Evans Cycles brand and stand out from the plethora of promotion-focused advertising in the market.

Idea:

There’s a universal insight that things were cheaper in the ‘good old days’, we used this to frame discounts on selected bikes at Evans Cycles over the summer.

Execution:

We commissioned illustrator Bruce Emmett to create paintings in the style of classic advertising posters from the 40’s, featuring old fashioned models riding pristine, modern bicycles.
The ads are running in National Press and in digital formats throughout the summer.

To coincide with the launch of the campaign, Evans Cycles flagship Waterloo Cut store underwent a complete 1940s makeover featuring a week long schedule of vintage activities.

See more here