LEX
Brompton
Brompton is the pioneer of the original folding bike. Steady growth over the last 50 years has built a sustainable business with a devoted following, but with the global bike market, set to grow over the next five years to $89.8 billion as more people move away from cars – the time was right to begin a global awareness drive. To achieve this, an idea was built from the original ambition of the company - to create a magic carpet. Brompton are in the business of magical engineering, designing little transformations that bring happiness and create freedom for people. The simplicity of a Brompton is evoked in the 5 magically simple moves it takes to unfold the bike - ab ra ca dab ra.
DOOH
DOOH
Design + Direction:
Studio Blackburn
Daniel Eatock
ScienceMagic
Tony Davidson
Kim Papworth
Typography:
Bilo (customised) by Adobe Fonts
Production:
Time Based Arts
Art Practice
Media Buying:
Havas Media UK
The task: create a wide range of copy variations that would resonate across different global market. Remaining consistent to the core ambition and copy mechanic (5 syllables), I crafted locally relevant executions for each market and their respective barriers - whether that’s a lack of space in New York or too much congestion in Beijing.
Through Dynamic Creative Optimisation, the campaign’s messaging was strategically placed at key commuter disruption points, ensuring maximum impact and resonance across diverse urban environments.
