P006 → ab ra ca dab ra
A celebration of the transformative freedom created by the magical engineering of our products. From urban constraint to human freedom through magical engineering.
New York/ Berlin/ Paris / London OOH, VOD and digital ad campaign.
Partnering with external London partners (Science Magic, Time Based Arts) with a the brief to develop a new creative
campaign in order to connect the brand with a global audience of Urban
Outsiders. The campaign delivered growth and brand awareness, as well
as reframing perceptions and breaking down barriers to purchase, and
inspiring more people to get on a bike.
The campaign is underpinned by the idea of the transformative
freedom created by Brompton’s “magical engineering”, honouring the
brand’s founder Andrew Ritchie, whose original brief to himself was to
design a “magic carpet” that would make travelling across London easier
for all.
Born from this original ambition, ScienceMagic landed on the
creative concept of “ab ra ca dab ra” – a celebration of the magical way
in which the Brompton bike can solve big and small challenges, but also
using the five syllables of the phrase to reflect the five moves of
folding and unfolding a Brompton bike.
I was client for Brompton - managing the brief, agency selecting and onboarding, internal stakeholder management (right up to non-exec board and chairman level), project management/tracking/reporting and creative sign off. Success measured by brand tracking in tier 1 territories and % lift.