How can the no-nonsense Dutch cycling apparel brand blueOn set itself apart in the currently booming cycling market?
By encouraging cyclists to decelerate instead of race, blueOn distances itself from its competitors. With the slogan Time Off, blueOn the joy of recreational road cycling is emphasized without having the pressure to compete. This message is carried out through a number of different communication tools, including the Van-in-Ride guerilla campaign and a video that captures the blueOn mindset through the narrative of a true ”Cyclelectual.”
Copywriting & Graphic Design
Concept Development & Brand Strategy
Production, Photography & Filmography by Sjoerd van Beelen