Here’s a cracker from Mother LA, its debut for US-based cycle brand Rapha – which first saw the light of day in London’s Brick Lane.
‘Riding is the answer’ will run on YouTube, Facebook and Instagram, with a focus on the US and Germany. The campaign will also appear in all of Rapha’s stores (known as Clubhouses) around the world.
Rapha CEO Simon Mottram says: “Rapha is a mission-focused company, driven by a simple purpose: making cycling the most popular sport in the world. We’ve always felt like we have a duty of care for the sport. We’ve always been the ones pushing “riding” forward. We think it’s now time to be even more evangelical about it than we’ve been before, bringing more people into this sport we love so much. So we wanted to go out and tell the world who we are, what we believe in and what our mission is.”
Gritty stuff (and no doubt there’ll be complaints about cyclists weaving in and out of traffic).
Nicely directed by Max Weiland. Is this another film-making dynasty in the making?
MAA creative scale: 8.5.