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Lapierre and VIRTUE tap into the mental freedom of biking with ‘Ride Your Next’
A new campaign underlines the feeling of control that getting out and cycling can provide.
Nicola Kemp
Editorial Director CreativebriefLapierre Bikes
We developed a new brand philosophy for the iconic bike brand. 'Ride your next’ embodies the mental process of a rider in pursuit of their next - broken recored, time bested or race completed. European brand repositioning campaign incl. manifesto film, content format and social.
- Agency:
- VIRTUE , Amsterdam
Sector
Sports/Leisure
Bite Insight
At a time when the world can feel both overwhelming and uncontrollable, biking can provide not just respite from the noise, but a feeling of control.
It is this human insight which is beautifully brought to life in the new European brand campaign for Lapierre, created by VICE’s creative agency VIRTUE.
The campaign includes a hero brand film as well as a content series featuring Lapierre’s top riders, which include Evita Muzic, Isabeau Courdurier and Adrien Dailly talking about their goals. The hero film focuses not on the physical act of riding but instead the mindset of the riders.
Dorian Tabeau, Global Brand Director Lapierre, explains: “In times of uncertainty where the world seems out of control, being on your bike allows people to unlock the power of the mind - and let the bike do the rest.”
“What makes Lapierre unique in this space is their emphasis on the mental battle and the internal dialogue that is recognisable for every rider,” adds Pascal Rotteveel, ECD Western Europe at VIRTUE.
He continues: “This human insight was the starting point for a creative concept that really aims to place Lapierre at the heart of culture. Rather than focusing on practical functionalities, the work is about demonstrating the importance of the mind as a gateway to outstanding performance.”
The result is a beautiful reminder of both the mental space and mental commitment that can come hand in hand with the open road.
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