United Kingdom

2018

Brooks England #OnTheRivet

Entrant Company

This Here

Category

STRATEGIC PROGRAMS

Client's Name

Brooks England

Sub-Category

Product Launch

The C13 saddle was Brooks England's re-entry into the pro cycling world, but after 75 years, they had lost their reputation amongst the pros. No serious cyclists would listen to Brooks talking about competition saddles, but we needed to find a way to gain a huge splash for a truly deserving, innovative, and beautiful product. One, which for the first time in the modern era would put pro cyclists both metaphorically and physiclaly back on the rivet. So, our strategy was to stay silent.

Credits

Jemima Garthwaite
Soledad Amado
Emma Pueyo
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