CARMA: CARMA THE BICYCLE MADE FROM THE SCRAP OF A CAR

Credits & Description:

Advertiser: FAST LANE MEDIA & EVENTOS
Agency: LAP AGÊNCIAS DE COMUNICAÇÃO
Category: Promotional Item Design
Advertising campaign: CARMA THE BICYCLE MADE FROM THE SCRAP OF A CAR
Copywriter: Afonso Azevedo (Leo Burnett Lisboa)
Designer: António Silva (Leo Burnett Lisboa)
Producer: António Franca (Leo Burnett Lisboa)
Production Director: Cristina Almeida (Leo Burnett Lisboa)
Producer: Hugo Lage (Leo Burnett Lisboa)
Edition: Hugo Lage (Leo Burnett Lisboa)
Build: Kiko (Rcicla Bicicletas)
Art Director: Leonardo Pinheiro (Leo Burnett Lisboa)
Account Executive: Jorge Pais (Leo Burnett Lisboa)
Photographer: Manuel Portugal (Manuelportugal.com)
Executive Creative Director: Luciana Cani (Leo Burnett Lisboa)
Serigraphy: Manuel Carvalho
Designer: Nuno Salvaterra (Leo Burnett Lisboa)
Directors/Production Company: Ramses (Albiñana Films)
Account Executive: Teresa Ferreira (Leo Burnett Lisboa)
Build: Vitor Peixoto (Rcicla Bicicletas)
Producer: António Junior (Leo Burnett Lisboa)
Art Director: Douglas Cardoso (Leo Burnett Lisboa)
Programmer: Nuno Frade (Leo Burnett Lisboa)
Design Creative Director: Nuno Salvaterra (Leo Burnett Lisboa)
Directors/Production Company: Oriol Segarra (Albiñana Films)
Copywriter: Pedro Ribeiro (Leo Burnett Lisboa)
Cycling Accessories: Geraldo Cirineu (Rasto)
Account Director: Marta Guimarães (Leo Burnett Lisboa)
Video: Master Shot (Master Shot)
Account Executive: Patricia Pinto (Leo Burnett Lisboa)
Copywriter: Pedro Pinho (Leo Burnett Lisboa)

Outcome
It got and still gets lots of media coverage on national media (TV and press) and lot’s of buzz on the internet. B’s Facebook page got the fastest increase ever in fans, achieving a quick 25% after the launch of the first video of Carma. Hundreds of people have ridden Carma and we got several requests from local and national businesses and organizations related to bicycles, health and sports, to have the bicycle with them for a while. And everybody wants of the limited edition accessories from Carma as they’re truly unique and exclusive.

Client Brief Or Objective
Project Carma is dedicated to celebration of the bicycle culture. We wanted to reward the current magazine readers with something from their brand that would make them proud, but the main focus was getting new bicycle riders and new readers for the magazine.

Implementation
Bicycles were our inspiration on the logo ,identity and typography. On the bicycle it’s obvious the inspiration of the car from which the parts came. Other concepts like redemption, rebirth and recycling gave us inspiration for other pieces like the posters.

Brief Explanation
The magazine would set the example by showing that it’s never too late to go for bicycles and through this example invite people to try. Carma is a new bicycle experiment for free and people could get some other unique rewards.