Hub: LIFECYCLE

Credits & Description:

Category: Calendars

Advertiser: HUB

Product/Service: HUB BICYCLE STORE

Agency: RED PEAK

Chief Creative Officer: Stewart Devlin (Red Peak)

Designer: Suzanne Macaulay (Red Peak)

Photographer: Suzanne Macaulay (Red Peak)

Account Director: Liz Solomon (Red Peak)

Media placement: calendar - HUB Bicycle store - 1 January 2012



Describe the brief from the client

To create a promotional item for a second-hand bike store in New York City.



Describe the challenges and key objectives

The objective was to create a unique daily calendar and flip book for Hudson Urban Bicycles. LifeCycle is an urban photographic experiment, which explored the life of 1 bicycle in New York City. The challenge was to photograph the bicycle every day for 365 days at exactly the same time, as both weather and environment changed.



Describe how you arrived at the final design

In order to tell a story through a bicycle, we chained a fully loaded bike (complete with bells, basket and lights) to a post along a busy Soho street. We then photographed the bike for 365 days, while watching it slowly vanish before our eyes.



Give some indication of how successful the outcome was in the market

The campaign was a success among New York City bike enthusiasts and the blogging community. The project evolved into a video that reached over 1m hits on YouTube, and the calendar itself was featured as a must-buy in a trend-setting New York magazine. The result of this was much higher foot traffic to HUB Bicycles; people visited the store specifically to purchase the calendar. Overall, it reached the target audience and created great buzz for the client, as well as the agency.

http://www.youtube.com/watch?v=NZcXF10Ir9Q

http://www.youtube.com/watch?v=mhvzCVM9X8E