THE CHALLENGE

Vodafone was launching a breakthrough new bike safety product that would radically improve road safety and even potentially save lives of commuters in busy cities across Europe.

The consumer cycling market is saturated with tech solutions, so it was going to be an uphill struggle to achieve standout across European markets. The product needed a creative PR activation with a universally recognizable influencer to shift the product launch up a gear. 

We were engaged by the award-winning PR agency, One Green Bean, to put the pedal to the metal to dream up a creative concept in just two days. 

Cometh the hour, cometh the men.

THE TRUTH

One of the worst things about bicycle commuting is the bike rage. Although we do love to watch it from the sidelines. Fans of these sorts of spectacles can indulge themselves on YouTube, where there’s a thriving genre of cyclist/driver interaction videos captured on helmet cams.

No wonder, when there’s so much rage on the roads. Drivers hate cyclists, bikers hate cyclists, cyclists hate drivers, bikers hate drivers - you get it, everyone hates everyone. Of course, a lot of drivers are also bikers or cyclists - and the other way around - but when you're behind the wheel, the cyclist or biker inside you ceases to exist.

The roads needed a referee, so we approached retired Fifa Referee and no-nonsense skin-head, Pierluigi Collina, to play referee between drivers and cyclists and talk some safety sense into road users.

THE SOLUTION

Collina had refereed some of the biggest rivalries in the history of the beautiful game. Now he was going to referee the biggest rivalry of all, cyclists vs motorists, with help from some breakthrough technology. We knew that football is a beautiful and universally loved game that unites our European markets. Collina’s infamously pragmatic approach to football made him the perfect choice to present the safety features of the Vodafone bike tracker. We developed a creative treatment and rough script and the talented legends at One Green Bean turned it into this:

WATCH THE FILM HERE

WHAT WE DID

Ideation 

Concept development

Creative treatment